Speak the language like you’ve always wanted to — Babbel launches massive brand campaign
Babbel launches new world-wide brand campaign
Two TV-spots highlight the claim: “Speak the language like you’ve always wanted to”
New campaign developed with London-based agency Wieden+Kennedy
Babbel, the fastest way to learn a new language, has launched an extensive new branding campaign. Its goal? — clearly position the Babbel brand globally, and showcase the core strengths of the Babbel App. At the center of the campaign is Babbel’s primary brand message: To help people speak a new language quickly and like they’ve always wanted to. Babbel makes this possible through an extensive selection of language courses developed by expert linguists, and with its focus on authentic conversations and guided learning. The campaign will be launched in the UK and 10 additional countries on the 31st of October. Two new TV-Spots, developed in close collaboration with the renowned agency Wieden+Kennedy, kick off the campaign. With its exclusive client list, Wieden+Kennedy is among the leading creative agencies in the world.
“Babbel aims to get people speaking a new language as quickly as possible,” says Arne Schepker, CMO at Babbel. “Unlike buying a car, customers are more likely to make spontaneous purchases when it comes to online language learning. For us, it’s essential that we communicate what makes us unique in an accessible way, thus anchoring our customers’ awareness in the long term.”
Two TV-spots reveal the fantasy language scenarios of two Babbel learners — one learning English, the other French. In mastering the language, be it the sophisticated English of the 18th century nobility or the subtle French of beloved French films, Babbel learners are part of the story. Rather than standing on the sidelines, the Babbel learner uses his or her newfound language ability to become part of the action, to become part of a foreign world. Only the French TV spot will be aired in the UK, with Babbel seeking to attract Britons with a passion for language learning. In developing the TV-spot, the Babbel Brand team and Wieden+Kennedy weren’t concerned with finding new values, but rather drilling deeper into Babbel’s existing brand message.
Sophie Bodoh, Creative Director at Wieden+Kennedy says, “Everyone has different motivations for learning a language, but we recognised one common truth that applies to every new learner: They have some kind of fantasy about what it will be like to speak a new language confidently. Using the familiar cinematic worlds of different countries, we show Babbel users playing out their own unique language-speaking fantasies.“
With the integrated campaign, which also extends to all marketing and communication channels, Babbel is taking an important developmental step away from Direct Response marketing toward initiating a more sustained brand impact. Since Babbel is already achieving between 50 to 80% brand awareness in its core markets, it’s important now to communicate what Babbel really does: Help people to speak a new language like they’ve always wanted to.
Credits:
Advertising Agency: Wieden+Kennedy London
Creative Director: Sophie Bodoh
Creative: Max Batten, Ben Shaffery
Account Director: Sophy Woltman
Planning Director: Harriet Lowson
Production Company: Somesuch London
Director: Sam Hibbard
Producer: James Waters
TV-Spots filmed in Prague, 19.9 to 20.9.2016
Babbel
Head of Brand: Sylvain Lierre
Senior Brand Manager: Jim Liu
Junior Brand Manager: Pauline Laggoun
Click here to watch "Tiny Whale": https://www.youtube.com/watch?v=hllyPWmeE3o
About Wieden+Kennedy London
Wieden+Kennedy London is a creatively-driven communications agency, part of the global micro-network of eight W+K offices around the world. Driven to do the best work of our lives, we’re proud to work with, and help build, fantastic brands like RB, Nike, Honda, and Three. http://wklondon.com/ Twitter: @W2Optimism
