British Council picks M&C Saatchi

The British Council has appointed M&C Saatchi after a pitch to launch a campaign for its new English course for adults.

Chris Leung, director of marketing and communications of British Council Hong Kong, said the new course - named myClass - aims to give mature students greater control over their learning progress by letting them select class time, topic and teacher.

"The new campaign highlighted how myClass enables adult learners to build up their confidence in speaking English."

Leung added early campaign results were promising.

Glenda Tsang, group account director of M&C Saatchi Hong Kong, added the campaign took a funny and exaggerated way to portray students' desire to speak English well.

"We hope the audience can get the message across easily, while also appreciate the fun element of the visual," Tsang said.

M&C Saatchi started working on the campaign in the last quarter of 2012.