Context 

With traffic on the streets and the difficulty of daily commutes, going out for education has become a challenge for many parents, especially with children. Time is wasted, and sticking to appointments outside the home has become tiring.

That’s where the 51Talk platform comes in, offering English language learning online, without the need to leave home.

Communication Approach

In Saudi Arabia, children are a big responsibility for parents, and any decision related to their education needs reassurance above all else.
We knew that parents are the real decision-makers, even if the end user is the child.

That’s why we didn’t focus the campaign on:

1-Technology

2-The platform

3-Teachers

We went straight to parents’ hearts, and spoke to them in simple language that reassured them that learning English with your child right in front of you, at home, is a comfortable and safe choice.

Campaign Communication Materials

Main video:

We made a simple video that explains the idea without a direct explanation, and presents 51Talk as a natural part of the child’s day at home.

Campaign extension:
51Talk adopted the campaign slogan «Institute at Your Home» as its own and used it on the facade of its building in Riyadh:

The campaign video spread among advertising content creators and made people laugh, and the message got across: