TitleLasso
Agency
Campaign #BecauseNoReason
Advertiser Brown-Forman Corporation
Brand Chambord

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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

Berlin, 31.10.2016: 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. 

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