IELTS · 1 test, 1 campaign, 23 countries. Restructured customer experience for IELTS Canada, dominated by U.S. tests. New business intelligence platform, integrated website with data collection and payments, and global campaign There are a thousand ways to speak English, but only one simple way to test it across 23 countries. Canadian market share grew from 27% to over 50% in five years. 450,000 visits to the IELTS booth during the annual campus tour.

Scroll the story

The mandate

Grow IELTS penetration in the Canadian market, dominated by U.S. tests.

The insight

The English testing market in Canada is dominated by U.S. brands with strong government credibility. IELTS suffered from fragmented channels and inconsistent test-day experiences, with no central control over data, payments or follow-up.

The Nobrainer

Put IELTS at the center of the customer experience. A new BI platform, a website that collects data and payments, and a global campaign "There are a thousand ways to speak English, but only one simple way to test it" deployed across 23 countries at airports, campuses and university networks.

The impact

Canadian market share grew from 27% to over 50% in five years. 450,000 visits to the IELTS booth during the annual campus tour.

Visit IELTS Canada →