The Duolingo English Test, an English proficiency assessment for today’s international students and institutions, launched its ‘Why I took the DET’ campaign with a series of films highlighting the role of the test for students who aspire to study abroad. Produced by Supari Studios, the campaign features testimonials from six students of their experience with DET.
“We decided to be extremely direct and showcase a range of students from across India, and have them share their DET stories. Ultimately the Duolingo English Test is just one step in a student’s application process for studying abroad, and we want to make sure that we are providing students with a bridge to higher education, instead of being a barrier in that journey.” Tara Kapur, marketing head, Duolingo English Test, India, said.
From what is understood, Andhra Pradesh and Telangana have emerged as leading regions for DET test-takers in India, and Digitas India has crafted an extensive OOH (Out Of Home advertising) and print campaign to drive engagement with students in this region.
“Every year thousands of students around India take the DET. One of our happy tasks was to sift through these and identify a diverse set of students who had their unique challenges and were ready to share their experiences of the test with us. Our approach was to not have the students read out from scripts but to ask them questions and try to capture actual testimonials. This ensured a very natural and conversational flow to the creative process, as well as real, authentic storytelling.” Manoti Jain, COO, Supari Studios, said.