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.
Youtube links
Brand: https://youtu.be/wsv_H9wEkXs Product: https://youtu.be/Nby9YaVpbvU
CREDITS
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
Music: Media Monks Soundtrack Title: Babbel Warm Vibes Publisher: Big Sync
About Babbel
Driven by the purpose of creating mutual understanding through language, Babbel has been building digital language learning products for consumers and businesses since 2007. The Babbel app helps people connect and communicate across cultures, whether for travel, friendship, or career advancement. Based on a deep knowledge of how we learn languages, Babbel aims to make learners conversational as fast as possible. And it works: Studies from institutions like Michigan State University, Yale University and the City University of New York demonstrate the efficacy of Babbel's language learning methods. Millions of language learners agree.
Babbel's secret sauce is the blend of true expertise, understanding of how humans learn, and the latest technology. Starting with one of 60,000 lessons across 15 languages hand-crafted by experts, the learner experience constantly adapts through behavior analysis to provide high quality interactive content that makes understanding a new language easy, from Spanish to Indonesian.
Because Babbel is for everyone, its team reflects this diversity. Across headquarters in Berlin and New York, a team from more than 80 nationalities represent the backgrounds and perspectives that make humans unique. With over 25 million subscriptions sold and an industry-leading retention rate, Babbel creates genuine connections with learners worldwide. For more information, visit www.babbel.com or download the apps in the App Store or Play Store.
