SPARK | Spark brings Shakira and EF Education First together
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Spark brings Shakira and EF Education First together


About EF Education First

EF, the world leader in international education, was established in 1965 with the mission to break down the barriers in language, culture and geography. With 400 schools and over 15 million students, EF specializes in language schools, academic degrees, educational travel abroad and cultural exchange. EF International Language Centers is the study abroad division of EF. In addition to helping 1,200 corporations with English training, EF was the Official Language Training Supplier to the Beijing Olympics and helped Brazil prepare for the 2014 World Cup.

Spark orchestrated a successful international cross-promotion between Shakira and EF.

Grammy award winner Shakira, who has sold close to 50 million albums over the course of her career, launched her ninth album “Sale el sol” hot on the heels of her worldwide smash “Waka Waka” and her single, “Loca”. The album marked a return to the unique sound and style that defines Shakira’s music.

“We wanted to do something special for Christmas and the winter holidays this year”, says Mats Ulenius, Marketing Director at EF Education First. “As the world’s largest study abroad organization, we want to give young people an unforgettable trip abroad. It’s great they’ll get to meet Shakira. She is a fantastic role model; she grew up in Colombia and has become a truly global superstar singing in Spanish and English, and sometimes other languages”, he added.

The five competition winners flew to meet Shakira in Zurich, Switzerland. And when the winners got back home, EF offered them each a DJ party for them and all their friends.

EF Education First ran the competition in 43 countries around the world from December 1st to December 25th 2010, via social media and selected mailings and emailings.

Spark set up all aspects of the cross-promotion between EF Education First and Shakira.