Create a new global campaign to make the Babbel brand famous, by showing off its core benefit – giving language learners the confidence to have proper conversations.
What we did
We created Alexi, Babbel’s interplanetary protagonist who unifies all language learners and embodies the universal feeling of alienation when in a different country (or solar system), with no knowledge of the native tongue. Alexi was introduced via a 2-minute film, which played out on social media, supported by two 30″ TVCs.
The campaign, directed by David Shane through O Positive, unfolds with Alexi rolling between multiple, close encounters of the awkward kind – from unsuccessfully asking for directions, to being locked out of a hotel room. After downloading the Babbel app, however, Alexi is finally equipped with the tools to converse, swiftly making friends, confidently cracking jokes, and feeling ever more at home in a world where he first felt entirely alien.
Results to follow.