Babbel’s new brand campaign highlights the life-changing effects of simple conversations
Babbel, the world’s top-grossing language learning app, launches a new global brand campaign for January. The campaign focuses on the transformational effects that come with knowing another language. Highlighting the claim “Understanding Changes Everything”, two new TV Spots show how small interactions in other languages can have profound effects on a personal and professional level. This adds to one of Babbel’s core brand messages: to inspire conversations that transform your world. The campaign has been developed based on research and market tests done via the research institute IPSOS. It’s the first cooperation between Babbel and the award-winning Amsterdam-based production company Media Monk together with creative director Charlotte Moore.
While much of the language learning space is about promoting language skills as a bullet point for your résumé or a tool for your next holiday, Babbel wanted to dive deeper. “It’s true that learning a new language can change your cognitive skills, your career options or your personal life”, says Charlotte Moore, Creative Director for the campaign. “But deeper than that, beyond that, it enhances what you understand about yourself and the world around you. When you put people together who share that experience, the possibilities of change for the better increase dramatically. Understanding is a power for good, and Babbel takes the responsibility of spreading it through language-learning very seriously.”
The message: Learning a language isn’t just a transactional skill, but a life-changing activity that changes how you see other people and therefore the world. Babbel’s courses, developed by language learning experts give users the necessary confidence to engage in a conversation with others. The efficacy of the courses has been demonstrated in several studies in collaboration with, for example, Yale University.
To test how this messaging would resonate in the markets before launch, Babbel enlisted the help of the market research institute IPSOS. “After talking to consumers globally, we understood that they wanted to be inspired to learn a language, but also wanted to know more about the benefits of Babbel,” says Ana Cavalcanti, Head of Creative Operations at Babbel. “This is why our creative strategy addresses both, with a brand spot that delivers a fresh perspective of Babbel that inspires people to start their language learning journey, and a product spot that reminds learners that Babbel’s expert-crafted learning experiences will motivate them and help them achieve the gratification of speaking a foreign language.”
The international campaign kicks off with the two TV spots in 30-, 20- and 10-second formats in the United Kingdom, Germany, Switzerland, Austria, Canada, Brazil, France, Italy and Spain. Besides TV the multi-channel campaign will be rolled out across social media, display, YouTube, PR channels and SEM.
Title: Understanding each other changes
Versions: 30 sec + 20 sec + 10 sec
Director: Marie Schuller
DOP: Neus Olle
Executive Producer: Bernd Out
Senior Producer: Rogier Dorant
Line Producer MediaMonks: Laura Diez
Babbel Producer: Ethel Garrigues
Production company: Tantor Films
Script: Charlotte Moore
Editor: Marie Schuller
Colorist: Jax Harney
Sound design: Media Monks
Photographer: Berta Pfirsich
Music: Media Monks
Soundtrack Title: Babbel Warm Vibes
Publisher: Big Sync
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