Improving English language learning in Vietnam.
The British Council's first major English learning campaign in Vietnam. Planned, bought and managed from the UK, with zero carbon impact.
The Challenge
The British Council is the UK government's international organisation for cultural relations and educational opportunities. It works across more than 100 countries, reaching over 80 million people directly each year and 791 million overall. It needed a media partner capable of operating at that scale, in markets far from home, without compromising on quality, transparency or sustainability.
The brief for Vietnam was to launch the British Council's first major English language course campaign in-country, building mass awareness and reinforcing the credibility and quality that the British Council name represents. Two cities, one unified campaign: Hanoi and Ho Chi Minh City.
Our Approach
The entire campaign was planned, managed and bought from JACK RYAN's UK offices using iJACK. No in-market agency. No loss of transparency. Full visibility on every placement, every cost and every carbon impact, from the UK.
We worked closely with the British Council and in-country partners to identify the highest-footfall routes in both cities using local knowledge and audience insight. The media strategy was built around two objectives: mass awareness and quality association. Every site selected had to do both.
The activation included wraps of electric bus routes across Hanoi and Ho Chi Minh City and large-format OOH billboards across central locations. Premium placements included large-format motion screens at P. Hoang Dao Thuy and Le Van Luong in Ho Chi Minh City, the Vietnamese equivalent of London's Piccadilly Lights. Locations chosen not just for footfall, but for what they communicate about the brand alongside them.
Sustainable media planning was not a footnote. It was built into the brief from the outset, reflecting the British Council's own mission and values. JACK RYAN applied proprietary carbon calculators and credible verified offsets to deliver a zero-impact campaign activation. The electric bus wraps reinforced that commitment visually, placing the British Council brand on the most environmentally responsible transit format in both cities.
The Results
This partnership is high profile, accessible, environmentally conscious and built in partnership with local knowledge.
Managing an international campaign entirely from the UK, with full transparency on planning, buying and sustainability, is not standard practice in the industry. This campaign proved it is possible, and that doing it properly does not require a network of local offices.
iJACK provided the British Council with clear, auditable media planning and booking alongside real-time carbon analysis. Every placement accountable. Every decision documented. The deliverable was not a deck. It was a result on record.
With further extensions across APAC planned, Vietnam was the first proof point for a scalable international model built on data, local insight and the kind of transparency clients in this sector rarely get.