Suspicious franchisees

Yázigi was a business family that became a Pearson franchise. For those families, the most important mission of an English school is to make every student self-confident about their English skills and what the language could do for their lives, which takes time.

A completely different vision of Pearson that used English only as a professional tool. While for families, students were part of their community and took many years to learn English, for the company, people should learn English as quickly as possible.

An incoherent brand without identity

Over the years, Yázigi has changed its positioning several times and has yet to understand its true essence. This has worsened the situation, as part of the marketing budget came from franchisees who were unsure about how to invest because they needed help translating the school's truth into their local context. It's important to remember that franchisees play a crucial role in shaping the brand's identity and mission.

Competitors Landscape

English schools' communication occupied the same space. It was all about the short run and focused on rationality. The fact is that the quickly promised results affected Brazilian performance.

Popular culture selected a famous Brazilian football coach, Joel Santana, to represent how bad the English of most Brazilians was, but the truth data tells us another story: we are all Joel Santana.

On the other hand, people know the importance of learning proper English. Many examples of students use the language to work, study, and live abroad. Our investigation showed us many of those examples linked with the 'world citizen culture' of Yázigi, a concept that emphasizes not just language skills, but also the ability to adapt and thrive in diverse global environments.

Communication Role

The Yazigy school had trained thousands of students with remarkable stories that could inspire other students. Communication should shed light on the citizens of the world who graduated from the YZG.

We chose two students who brought our concept to life in a short film about Ronaldo and Anielle.

Ronaldo lived in a poor neighborhood, and English was a unique tool that transformed his life. He interned at a global company and met his current girlfriend in an exchange program.

Anielle launched his startup and gave a speech for ONU. Without knowing English, she couldn't access spaces like that.

Azagal, a member of Jovem Nerd, was known by his community for his poor English, so much so that he would disappear during English interviews and become a podcast episode.

To show that YZG's English was a tool for transformation, we conducted the first interview with Azagal in English at Comic-Con San Diego.

Azagal studied for 6 months to conduct the interview. During this period, we released several micro-contents from our channel (NerdPlayer, Game Play, Interviews, etc.) until we reached the interview held at CCXP San Diego.