Duolingo English Test (DET), an English proficiency assessment for international students and institutions, has launched a campaign themed #FasterWayForward. The campaign’s films have been conceptualised by Digitas India, and produced by Doradigs.
A film titled ‘Cafe’ showcases how DET offers a fast path to English proficiency certification for students wishing to study abroad.
The campaign’s flagship film comes at a time when students are preparing their applications for the spring intake at most universities in the US, informed an official statement.
Tara Kapur, Marketing Head, Duolingo English Test (India), said, “We are thrilled to present a series of films that narrate the story from the perspectives of our students. Studying abroad is a life changing period in a student’s life, and we wanted to showcase the joy and excitement it provides to them. We believe that testing should never be a barrier to education and achieving one’s goals, and hence provide a digital test that is convenient, cost-effective and most importantly provides a layer of comfort for students, allowing them to take the test from their own homes. With the #FasterWayForward campaign, we want to highlight that there is a faster, more convenient way to take a test.”
The campaign will straddle on-ground activations, influencer activations, paid amplification and contests.
Abraham Varughese, Chief Creative Officer, Digitas India, said, “Our objective was to capture the joy and relief of receiving good news during that crucial period when students wait for so many things to line up perfectly, so they can embark on their college journey. Each film portrays a real-life moment that every student relates to.”
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