Sixth Sense Media executed an activation for the British Council at the Christmas Village 2025, creating a unique English language experience journey that attracted thousands of families.

1. Campaign Overview

• Campaign Name: British Council accompanies the Christmas Village 2025

• Brand/Product: British Council English

• Industry: Education

• Duration: November 28 – 30, 2025

• Location: JW Marriott Hanoi Hotel

• Operating Hours: 9:00 AM – 8:00 PM

• Execution Format: Activation – Game Workshop – English Test with the British Council

2. Background

The Christmas Village at JW Marriott Hotel Hanoi is an annual event with a community and charity focus, gathering thousands of participating families every Christmas season. The event is organized with the goal of creating a connecting playground for children, while also raising funds to support difficult circumstances during the festive season.

The British Council has accompanied the event for many consecutive years and has gradually become one of the most anticipated activity booths at the event. In 2025, the number of parents and children visiting the British Council’s experience area surged, demonstrating the brand’s great appeal and opening a strong opportunity to enhance brand recognition and real-life interaction.

3. Campaign Objectives

• Increase parental awareness of the British Council’s English program for children.

• Create a real-life experience environment, helping children interact with English naturally and joyfully.

• Associate the brand with an image of prestigious, approachable, and inspiring international education.

• Drive Action: Encourage registration for trial lessons and leveraging holiday season tuition fee offers.

4. Strategy & Key Message

Insight

Parents attending the Christmas Village mainly belong to the high-income group, who tend to invest heavily in education and want their children to be exposed to an international standard learning environment early on. They also prioritize useful experience activities that help children learn while playing.

Big Idea – “English Adventure Passport”

The British Council built the English discovery journey as a mini adventure tour for children:

• Each child receives a boarding pass with scoring boxes.

• Participate in games at the booth: Charades Card, Word Search to collect stamps.

• Continue the journey down to the outdoor workshop on the lawn, testing their English proficiency with a native-speaking teacher.

• Complete the “English Discovery Flight,” receive gifts, and take photos at the photobooth.

This idea creates a motivation for discovery, turning learning into a game – thereby helping children naturally love English and creating positive emotions for parents.

Key Message

• “Learn English with global experts”

• “Holiday season tuition fee offer up to 30%”

5. Communication Channels & Implementation Activities

• Main Booth in the Christmas Village tent area: Where interactive games and learning path guidance activities take place.

• Outdoor Workshop Area on the lawn: English proficiency test with foreign teachers – an activity that attracted a large number of interested parents.

• Photobooth check-in: Increase recognition and generate organic social media posts, spreading awareness of the brand more strongly.

• Gift system, materials, boarding pass cards designed to be synchronous with the British Council’s identity.

6. Sixth Sense Media’s Involvement

Sixth Sense Media accompanied the British Council throughout the entire process:

• Developing the Activation concept – designing the “English Adventure Passport” discovery journey.

• Designing the booth, workshop, and photobooth to ensure safety, aesthetics, and experience standards.

• Organizing operational personnel, coordinating customer flow, guiding parents and children.

• Optimizing the onsite experience to increase interaction time and conversion rate.

• Measuring and reporting on the number of participants to evaluate campaign effectiveness.

Thanks to the well-structured execution, the British Council’s activity booth became one of the strongest traffic magnets at the Christmas Village 2025, while also affirming Sixth Sense Media’s capacity for creative and optimal Activation execution.

Sixth Sense Media JSC

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