Babbel’s new brand campaign highlights the life-changing effects of simple conversations
Babbel launches new global brand campaign on TV and all digital channels
New TV spots highlight the claim: “Understanding Changes Everything”
The campaign is the first collaboration with Media Monk and the internationally well known creative director Charlotte Moore
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.
Brand: https://youtu.be/wsv_H9wEkXs Product: https://youtu.be/Nby9YaVpbvU
Year: 2020 Title: Understanding each other changes everything 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 develops and operates an ecosystem of interconnected online language learning experiences and is driven by the purpose of creating mutual understanding through language. This means building products that help people connect and communicate across cultures. The Babbel App, Babbel Live, Babbel Podcasts and Babbel for Business products focus on using a new language in the real world, in real situations, with real people. And it works: Studies by linguists from institutions such as Michigan State University, Yale University and the City University of New York demonstrated the efficacy of Babbel’s language learning methods.
The key is a blend of humanity and technology. Babbel offers more than 60,000 lessons across 15 languages, hand-crafted by nearly 200 didactics experts, with user behaviors continuously analysed to shape and tweak the learner experience. This results in constantly adapting, interactive content with live classes, games, podcasts and videos that make understanding a new language easy, from Spanish to Indonesian.
Because Babbel is for everyone, its team is as diverse as its content. From its headquarters in Berlin and its U.S. office in New York, 1000 people from more than 75 nationalities represent the backgrounds, characteristics and perspectives that make all humans unique. Babbel sold over 10 million subscriptions by creating a true connection with users.
More information: www.babbel.com