EFSET

The EF Standard English Test allows users to certify their English language skills online for free.

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Insight

Make an award people will desire and be proud to share.

The key feature of the test is that users attain a grade which indicates to potential employers how proficient their English language skills are. Users are creating value by highlighting a skill set.

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Concept

Badges were designed inspired by banknotes and certificates.

The semiotics of value were used to create an award which felt unique and prestigious. Various designs were created to incentivise and reward users who progressed through the levels and gained language proficiency.

Result

The badges were so sought after and shared that they became the marketing campaign.

Users were encouraged to display their scores on Linked In which clicked through to promotional landing pages prompting viewers to attain their own score.