Wieden + Kennedy’s little story for Babbel about a gawky bloke who demonstrates his poetic sensibilities – in French – to make a French waitress notice him has delighted Australian TV viewers for months. It has, quite likely, also given very many Australian TV viewers their first fun taste of learning French.
On Monday, May 22nd, Babbel will release two new TV spots aiming to build on the campaign’s enormous success.
The campaign was a brilliant idea by W+K London (as you’ve come to expect from W+K) and a brave move by Babbel, which had been using strong-handed sales messaging rather than emotional storytelling previously. The goal was to inspire people to learn a new language.
This bold step is already paying off. Late last year, the first two TV spots were launched for English and French and kicked off the new marketing strategy.
The latest releases focus on learning Spanish and Italian.
These, too, tell humorous stories – with the sparkle of hyperbole – about the advantages of being able to speak at least a bit of a foreign language.
The protagonists find themselves in challenging situations, based on famous film scenes, in which they prevail thanks to their Babbel language skills.
Arne Schepker, chief marketing officer of Babbel, commented, “The creativity and relevance of the new TV spots beats the direct response performance of the DRTV spots globally, across all our markets. And that, despite a 27-second-long story without a lot of call-to-action-integration. Over the past few months, we’ve seen a steady and sustained increase in our organic traffic. It’s reflected not only in brand awareness, but in sales figures: we’re growing faster than before.”
Social media engagement has also been increasing since the launch of the integrated campaign.
Advertising agency: Wieden + Kennedy
Production company: Biscuit
Director: Jeff Low
Head of Brand: Sylvain Lierre
Brand Managers: Jim Liu & Pauline Laggoun