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British Council Malaysia: English Learning Awareness Drives 41% Inquiry Uplift
British Council Malaysia
41% course inquiry uplift
640K professional reach
3.2× ROI vs prior campaigns
The Challenge
British Council Malaysia needed to build awareness of their adult English learning programmes among working professionals in KL who had low awareness of British Council's relevance beyond children's exams.
The Solution
Office lobby screens in KL Sentral, Bangsar South, and Tun Razak Exchange presented short-form creative showing career advancement outcomes enabled by IELTS and business English qualifications, targeting the mid-morning professional commuter context.
The Results
41% course inquiry uplift
640K professional reach
3.2× ROI vs prior campaigns
"Reaching working adults in their professional environment with an aspirational career message made our British Council offering feel relevant and timely in a way general consumer advertising simply doesn't."
Claire Bennett, Country Director, British Council Malaysia
Media Owners
Media Owner
SM Mall Network
Nationwide DOOH coverage across SM Malls — the Philippines' most visited shopping destinations with 300M+ annual visitors.
20 screens
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Media Owner
Pavilion Media Group
Premium mall DOOH inventory across Kuala Lumpur's Golden Triangle, including Pavilion KL and Suria KLCC.
18 screens
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Media Owner
Changi Airport Media
Exclusive digital OOH inside Changi Airport terminals — reaching millions of international and domestic travellers.
12 screens
View partner →Bundaran Hotel Indonesia Roundabout
Central Jakarta, Jakarta
From USD 1,200/week
2
screens