The series, premiering on February 5, was filmed at Bell English Schools’s Cambridge premisis in August 2025, which hosted Dong-Il Sung, Kwang-Kyu Kim, Ki-Jun Um, Hyuk Jang, and Seung-Hwan Shin for two weeks in August 2024.
The program, Shala Shala, follows the actors’ authentic experiences of learning English alongside other students, taking part in activities, and staying with host families and in Bell Cambridge’s on-campus residences.
“These are male, middle-aged actors who are famous in South Korea, but who have got to a certain point in their career and maybe they want to try more roles in English or maybe they want to travel personally with their families,” Rebecca Stead, head of marketing at Bell Educational Services told The PIE News.
“So, the premise of the show was that it’s never too late to late to learn English,” Stead added.
To make it as authentic as possible, 50 hidden cameras were set up around the school to capture the actors’ true experiences taking classes with Bell’s summer learners.
While Stead maintained that the actors were “great students”, the program’s trailer reveals a somewhat bumpy path to language learning success.
“It was a big operation and really interesting for us staff to see how a TV program is made, and the other students were really excited to have the actors around,” she added.
The premise of the show was that it’s never too late to late to learn English
Rebecca Stead, Bell English
With seven schools for adult students and young learners across the UK, Bell’s Cambridge institution is its flagship location offering year-round language courses to learners of all ages.
“We’ve got these beautiful gardens and traditional buildings, and it’s in Cambridge, which is such an attractive destination. It’s very much that quintessential image of what a lot of people from other countries imagine the UK to be like,” Stead noted.
“Not only are we showcasing Bell but we’re also showcasing the UK and what a valuable experience it is to study and travel here, so hopefully it will be a positive thing for the industry as a whole.”
The program comes at a time of slowing recovery for the UK’s ELT sector, with levels likely to be a “new normal” for the sector, according to a recent report by English UK.
The program will be airing on YouTube as well as the South Korean television network JTBC on February 5, 2025.
We were split into two teams scrimmaging against each other. The boys I play with are competitive so there was the usual light trash talking, jersey pulling and agile foot skills.
We were playing friendly rules with no corner kicks. My teammate, Gugu, was fouled in the makeshift goalie box and dramatically fell to the ground yelling for a penalty kick.
None of us expected the coach to listen to him, but surprisingly he gave it to our team on the condition that I take the kick. All the players lined up around the box as I prepared to shoot, choosing to aim for the bottom right corner.
Two things you should know: First this is in Italy and I’m an American teenager who speaks little Italian. Second, I’m the only girl on the team.
The coach blew the whistle. I confidently ran, kicking the ball with all my strength. It went soaring over the crossbar into the fence behind. I wanted to crawl into a hole and hide.
A lifelong love of sports
Sports have been a part of my life for as long as I can remember. As soon as I learned to walk, my parents introduced me to swimming (after all, 71% of earth’s surface is water). They had me learn tennis to hone my hand-eye coordination, ballet to cultivate “grace” and finally soccer to channel my boundless energy.
Ballet was the first to go. I was asked to leave for being too much of a distraction (it’s not my fault the class was boring and repetitive). Swimming followed when the early practices and relentless cycle of toxic comparison drained it of joy. Tennis, while never officially abandoned, became more of a casual hobby, a skill I maintained with occasional matches.
But soccer? Soccer was different. It endured. Not just for me, but for my siblings as well. My older brother and younger siblings all share a similar love for the sport.
My football career began at six years old with my recreational team, Purple Thunder, where the post-game refreshments — orange slices and chocolate milk — mattered more than the outcome of the game.
Next came Academy, where I was paired with a “special buddy” (one of the older kids) to help me focus and follow directions. By eight, I advanced to the competitive world of travel soccer — a commitment that has defined half of my life. Over the past eight years, I’ve played on various teams, with different coaches, in several leagues and have witnessed the growing intensity of competition as more pressure is placed on each player.
Soccer bridges divides across borders.
Soccer has taken me across the country and around the world. I’ve played soccer in Denmark, Sweden and Germany against local girls’ teams in those countries. Soccer is now a cornerstone of my identity.
When the external factors of my life changed as I grew and I matured, soccer remained the one constant.
During the pandemic, I found solace in dribbling by myself in my basement and backyard. When I moved to boarding school, leaving behind my family and home, my high school soccer team became my anchor.
Despite all the stress I endured through these changes, my love for the game only deepened as I experienced the unique camaraderie of a team composed of players from all over the world, united by our shared passion for soccer and desire to win.
I cried when my favorite coach left for another job, cried again, then confronted a different coach who left me off the roster for games. I cried when a teammate lost her brother.
Sports transcends the field.
Soccer is more than a game. It’s an art, an outlet. And a team is more than just a group of players: it’s a community, a support system that celebrates your successes and lifts you up when you fall. In those eight years, I believed I had encountered every type of soccer environment imaginable — until I arrived in Italy.
So I could play here, the extracurricular coordinator at my study abroad school called on Gianni, a host parent who works for the local soccer club, Viterbese.
Equal parts nervous and excited, I met Gianni and told him about my soccer experience — travel for eight years, high school varsity for two — and what I’m looking for — consistent, high level practices to keep me in shape.
He suggests two teams I could play with, but both are boys’ teams, and I choose one. We decide I will go to the team’s practice on Monday and he even offers me a ride.
The second he leaves, my spiraling begins as my brain conjures up all the worst possible scenarios. Monday arrives and I can’t decide whether to be filled with dread or excited to finally play.
At the field, the boys are already huddled with the coach. Now I’ll stand out even more. I get my cleats on and join the circle, suffering through an awkward introduction with the coach, then we begin.
It’s been four months now since that moment, and I’ve gone to every practice I could. I was nervous at first, especially after Gianni stopped coming and I was left to navigate it on my own. But during the drills on the first day, I quickly realized I’d been overthinking it. They weren’t a team of young Messis and Ronaldos, just regular teenage boys.
There are many ways to communicate.
While I’d played against teams that didn’t speak English before, practicing alongside them and becoming part of their team was an entirely new experience.
Learning a new language is a year-long journey, and I take it one day at a time. So while I’ve built up a solid repertoire of Italian words and calcio (soccer) vocabulary, I’ve discovered other ways to communicate — through the game itself.
Words aren’t always necessary to understand my teammates’ personalities. I can learn plenty from how they play. Whether they prefer to dribble or pass, take the shot or let someone else score, arrive early to practice, talk over the coach, yell at teammates or tug on someone’s jersey, these small choices on the field speak volumes about a person’s true character.
Playing soccer here has been living proof that actions truly speak louder than words and that sports have a unique ability to connect people. As a 16-year-old girl from Northern Virginia, I’ve formed a connection with 15-year-old Italian boys from a small city north of Rome.
It’s also a reminder that no matter how experienced or “well-versed” you think you are in a passion, there are always more opportunities to grow — if you’re willing to take the leap. I’ve embarrassed myself countless times, as I did trying to make that penalty shot after Gugu was fouled. I’ve lost the ball, missed shots, stumbled over Italian. I once even forgot my cleats.
But despite the awkward moments, I wouldn’t trade this experience for anything.
Three questions to consider:
1. How did the author manage to communicate with her teammates without knowing the language they spoke? 2. What does the author mean by soccer being more than a sport? 3. What sport or hobby are you passionate about and are there people who share that passion?
Language learning institution’s growth is projected to increase in the coming years. From 2024 to 2030, the global language learning market is predicted to expand at a compound annual growth rate of 20%. Due to the globalization of the labor market, language learning is likely to be in high demand.
Though language learning is growing in popularity, for lasting success, your school must find effective ways to stand out among other language academies looking to boost their enrollment. Digital advertising offers a broad spectrum of tools to attract students, but knowing how to maximize the impact of these strategies is key to success. At Higher Education Marketing, we’ve spent years refining approaches that yield measurable results for schools offering language learning programs. The following strategies offer actionable steps to elevate your ads targeting language students and attract the right prospects to your programs. Let’s explore!
Want to create successful ad campaigns?
Request a Free paid advertising consultation.
Understanding the Unique Needs of Language Learners
Language learners are a distinct group with varied motivations, backgrounds, and learning goals. Some are looking to learn a language for career advancement, while others may seek language acquisition for academic, travel, or personal reasons. Advertising that speaks directly to these needs requires a keen understanding of the diverse audience you aim to reach. One of the first ways to maximize the impact of digital advertising is through careful audience segmentation. Instead of promoting the same message across all channels, consider the specific motivations that drive different groups of learners and tailor your messaging accordingly.
Segmenting audiences by factors such as age, occupation, location, and even language proficiency allows schools to create highly targeted campaigns. How does language impact advertising for schools?Simply put,it depends heavily on your organizational goals. If you’re looking to target professionals wanting to learn English for business purposes, the language in your ad copy should reflect the vocational value of your programs. On the other hand, copy-targeting students hoping to improve their French skills before an international exchange can be more casual and experience-focused. This approach ensures the content resonates more deeply with potential students, increasing the chances of conversion.
Do you need help launching your language school’s latest ad campaign? Reach out to discover how we can support you.
Leveraging Social Media Platforms to Build Authentic Engagement
Social media is a powerful tool for language learning programs, offering an opportunity to create ongoing engagement with potential students. However, simply posting ads isn’t enough. The most successful social media campaigns foster a sense of community and engagement, which encourages followers to take the next step toward enrollment.
For language schools, showcasing success stories is one way to build trust. Highlighting testimonials from former students, sharing video snippets of language immersion experiences, and offering short, valuable language tips can increase authenticity. Interactive content, such as live Q&A sessions or virtual language exchange events, can draw in potential students who want to see what learning at your institution feels like before they commit.
Schools can also encourage user-generated content by asking current students to share their experiences online, providing social proof that can be far more persuasive than traditional ads. When students are shown engaging and relevant ad content on their social media feeds and in your school’s stories, they are much more likely to visit your site and perhaps even take the first step in your enrollment process.
Example: Here, a leading language school, EF Education First uses Instagram to drive their organic traffic. In their post, they share valuable language acquisition tips, providing an English reading list for their students. Try using social media to share actionable language tips with your audience. This will drive engagement, boost your follower count, and broaden your digital reach.
Source: Instagram | EF Education First
Creating Culturally Relevant Ads to Reach Global Audiences
Language learning programs often attract an international audience, which means your digital ads must resonate across cultures. One way to do this is by crafting culturally relevant ads that speak directly to the experience of international students. The language and imagery used in ads should align with the cultural values of the target audience. For example, an ad targeting language students in the Asian market might highlight the importance of family and education, while an ad aimed at Latin American students might focus on community and connectivity.
Schools should also consider creating ads in multiple languages to appeal to global audiences. You may be wondering how to go about this. For example, Can you target by language on Google Ads? Yes! Google Ads allows advertisers to create campaigns that specifically target users based on the language settings of their browser or device. You can set up your ads to appear in multiple languages, ensuring that they reach potential students who speak those languages. Additionally, you can create language-specific ad copy and landing pages, enhancing the relevance of your campaigns.
Optimizing Paid Search Ads for Long-Tail Keywords
One of the most effective ways to drive qualified traffic to your website is through paid search advertising. Language schools can take advantage of this by focusing on long-tail keywords that are specific to language learning. While broad keywords like “learn English” may have high competition, phrases like “intensive French courses for business professionals in Paris” or “Spanish language classes for travelers” are more targeted and tend to attract a highly motivated audience.
Long-tail keywords may have lower search volumes, but they often result in higher conversion rates because they target users who already have a clear intent. This approach not only helps you to maximize your ad budgets but also ensures that the clicks you receive are more likely to turn into enrollments.
Source: Hutong School
Example: Here, Hutong School uses the long-tail keyword: Global Chinese language school in their metadata. This targeted keyword is designed to attract students who not only want to learn Chinese but also want to do so at a global institution that welcomes students from all over the world. Specificity in keywords ensures higher quality leads who are specifically looking for you.
Crafting Compelling Ad Copy That Speaks to Pain Points
Effective ads for language learning and education go beyond promotion and address the specific challenges that potential students face. Whether it’s the fear of not being left behind in class or the worry about balancing language learning with other responsibilities, successful ads speak directly to these concerns.
To craft compelling ad copy, start by identifying the pain points that your target audience experiences. Are they professionals concerned about fitting language classes into their busy schedules? Are they international students worried about mastering a new language before moving abroad? Once you’ve identified these challenges, your ads should provide solutions. Highlight the flexibility of your class schedules, emphasize the support systems you have in place for struggling students, or showcase how your programs help learners achieve fluency quickly.
Source: KCP International Japanese Language School
Example: Here, KCP addresses a very common pain point for language learners in their ad copy. Many fear that it’s ‘too late’ to learn a new language as the experience can be expensive and time-consuming. KCP positions itself as the solution to this barrier, ensuring its audience that as long as they meet four basic criteria, learning Japanese is within reach for them.
Using Retargeting to Capture Warm Leads
Retargeting is one of the most powerful tools in digital advertising, particularly for language schools where prospective students may need time before making an enrollment decision. Retargeting campaigns allow schools to stay top-of-mind by showing ads to users who have already visited the school’s website or engaged with its content.
Retargeting works particularly well for language learning programs because it targets individuals who are already interested in the subject but may not have been ready to commit when they first encountered the program. Your school can use this strategy to provide reminders about upcoming enrollment deadlines, promote special offers, or share new content that highlights the benefits of your courses.
For instance, if a visitor left your site after viewing the course offerings but didn’t sign up, retargeting ads can remind them of the benefits of joining your program. This approach can be particularly effective when combined with personalized messaging, such as offering tailored suggestions based on the courses they viewed.
Incorporating Video Content to Showcase Language Learning in Action
Video ads offer a dynamic and authentic way to showcase your school’s programs. HEM’s tailored video ad services help you stand out, whether promoting a specific course or building brand awareness. From high-energy hype videos to authentic student interviews, we create compelling visuals that maximize visibility and generate results. How does that affect you as a language learning institution?
Video content is a particularly effective tool for language schools, offering prospective students a glimpse into the real-life experience of learning a new language. Whether it’s a classroom setting, a student testimonial, or a tutorial on language pronunciation, videos create an emotional connection that static ads often lack.
To maximize the impact of your video content, ensure that it highlights the immersive, interactive nature of your language programs. Videos should showcase the benefits of learning in a dynamic environment where students can practice speaking in real-life scenarios. This builds excitement and helps prospective students visualize themselves succeeding in your program.
Additionally, video ads on platforms like YouTube or social media can target specific audience segments. Language schools can use these platforms to create ads tailored to different learner types, such as professionals looking to learn a language for work or students hoping to study abroad.
Source: LSI Worldwide | YouTube
Example: This promotional video presented by a school director highlights the unique selling points of their online learning system. The unique academic benefits of your programs are an excellent topic for your promotional videos – particularly when presented by a language expert within your faculty. What makes your instruction style unique?
Harnessing the Power of Influencer Marketing
Language schools can also benefit from partnering with influencers, especially those passionate about language learning or travel. Influencers offer access to a built-in audience that already trusts their recommendations. By working with influencers who align with your institution’s values, language schools can reach potential students who may not have been aware of your programs.
An effective influencer marketing campaign for a language school might include sponsored posts where the influencer shares their language learning journey, highlighting the value of enrolling in formal programs. Schools can also consider offering affiliate programs, allowing influencers to earn commissions for every student who enrolls through their recommendation.
Utilizing Data Analytics to Refine Advertising Campaigns
Data-driven decision-making is at the heart of successful digital advertising. Language schools must continually analyze their campaign’s performance to ensure they’re reaching the right audience and achieving optimal results. Tools like Google Analytics and Facebook Insights can provide valuable insights into which ads are performing well and which need to be adjusted.
For example, schools can track metrics like click-through rates, conversion rates, and the cost per lead to determine the effectiveness of their campaigns. By continuously monitoring these metrics, schools can make data-driven decisions that maximize their return on investment. Adjustments might include refining audience targeting, improving ad copy, or reallocating the budget to the platforms that yield the highest returns.
Offering Free Trials or Sample Lessons to Convert Prospects
One of the most effective ways to convince prospective students to enroll in your language learning program is by offering a free trial or sample lesson. Language learning can be an intimidating prospect, and many students may hesitate to commit without knowing what to expect. By offering a no-obligation sample lesson, schools give potential students a taste of the learning experience, which can be enough to convert them into paying students.
This strategy works particularly well in digital advertising campaigns where schools can drive traffic to a landing page offering the free trial. Ads promoting a “try before you buy” approach can alleviate apprehension about committing to a full program.
Source: WuKong Education Online | YouTube
Example: WuKong Education Online offers a trial class to attract their prospects. Trials are an excellent way to convert leads and are particularly effective for online academies.
By implementing these language learning advertising strategies, your school can significantly enhance the effectiveness of your digital advertising campaigns. At Higher Education Marketing, we believe that understanding the unique needs of language learners, leveraging innovative tools, and continuously refining your approach is key to driving enrollment and building lasting connections with students.
Want to create successful ad campaigns?
Request a Free paid advertising consultation.
Frequently Asked Questions
Question: Can you target by language on Google Ads?
Answer: Yes! Google Ads allows advertisers to create campaigns that specifically target users based on the language settings of their browser or device. You can set up your ads to appear in multiple languages, ensuring that they reach potential students who speak those languages. Additionally, you can create language-specific ad copy and landing pages, enhancing the relevance of your campaigns.
Question: How does language impact advertising?
Answer: Simply put,An ad aimed at professionals wanting to learn English for business purposes should be crafted differently from one targeting students hoping to improve their French skills before an international exchange. This approach ensures the content resonates more deeply with potential students, increasing the chances of conversion.
