Creative agency DO. partner with VICE Australia to take Babbel on globetrotting content series ’Date The World’
Learning the language of love in Paris and Mexico City, Babbel launches its first content foray into the Australian market via its agency DO.
Announced today, language learning app Babbel, Creative Agency DO and youth media company VICE, have partnered to deliver a globe-trotting new video series called Date The World.
Exploring iconic international cities through the lens of travellers, dating culture and the language of love, Date The World will run as two short features across VICE and Babbel’s platforms. The first time Babbel has created work specifically for the Australian market, the series will also air on TV channel SBS VICELAND.
“We want to make work that resonates with Australian consumers, that pushes our brand values and that shows how language is the key to a better and deeper connection with the world. The Date The World campaign with VICE and DO does all of that, and more. We’re really happy with the result”, said Katharina Coleman, Country Manager, International Growth, Babbel.
Tom Ormes, Creative Director at DO said, “Through Babbel, Date The World shows us how language opens up a bunch of new doors and experiences for travellers. For us, the partnership with VICE was a no brainer, their audience and content style was a great fit for what we were trying to achieve. We worked with them to develop the idea and sent an Aussie host to the other side of the globe to learn the language of love. We don’t all look for love when we travel, but at the very least we knew it would be pretty watchable”.
A fresh take on travel content, Date The World is a witty, insightful and sometimes provocative look at the link between travel and language learning around the globe. Featuring two locals showing our series host, Izzy Hellyer, their idea of the perfect date in Mexico City and Paris, along the way we learn about what dating and relationships mean in their cultures—unearthing differences and similarities while showcasing unique local phrases that simply can’t be found in any guidebook.
Cain Collins, VICE Media Brand Partnerships Director said, “We know that young people are seeking genuine, ‘local’ experiences when travelling, and meeting people is massive part of this. That obviously includes dating. Babbel is a great tool for people to overcome the language barrier, so we’re excited to be working with the brand and DO on entertaining content that might help our audience unlock different cultures, have a better trip, and maybe even find some romance on the road.”
DO is a Sydney based Creative Advertising Agency founded in early 2017 by Andrew Dowling, former Group MD of Y&R Group, Sydney, Kirsten Ackland, Founder of The Local in Singapore and Tom Ormes, Creative Director of iris Worldwide, Amsterdam. With backing from both Asia and Australian investors, DO is based at Level 3, 10 Bond Street, Sydney.
VICE is the world’s preeminent youth media company and content creation studio. Born in 1994—with Australia the third country to launch—VICE now operates in over 30 countries and distributes its programming to viewers across digital, linear, mobile, film and socials. VICE includes an international network of digital channels; a television and feature film production studio; a TV network, SBS VICELAND in partnership with SBS; a magazine; a record label; an in-house creative services agency; and a book-publishing division. VICE Australia has won a number of brand defining awards, including Media Brand of the Year (B&T 2017), Brand of the Year and Branded Content Studio of the Year (Publish 2017) and Content Company of the Year (BEFEST 2017) and more—alongside nominations at the Young Walkley’s. VICE’s award-winning programming has been recognised by the Academy of Television Arts & Sciences, Peabody Awards, Sundance Film Festival, Cannes Lions, Webby Awards, among others.
Babbel – the app that helps you speak a new language like you’ve always wanted to. When learning a language, nothing is more rewarding than a real conversation. 73% of surveyed customers feel that they’d be able to hold a conversation within five hours of using the app.
The Babbel language learning app for web, iOS and Android makes it easy to learn 14 different languages from 8 display languages. Bite-sized lessons fit into everyday life and are split into useful real-world topics, from introducing oneself, to ordering food and making travel arrangements. The app’s effective game mechanics ensure that learners stay motivated to achieve their goals, with the average user continuing to learn with Babbel for more than 12 months. Uniquely, every course is created specifically for each language pair by a team of education experts, linguists and language teachers. Fast Company Magazine recognised Babbel as the most innovative education company of 2016.
Babbel was founded in 2007. Since then, the team has grown to 750 people from more than 50 nations, spread between Berlin and New York. With no ads, and a transparent, subscription-based business model, the company’s focus remains firmly on getting learners conversational fast. In 2016 the company surpassed 1,000,000 active paying subscribers.
For more information, visit www.Babbel.com