BABBEL

Our supposition is that they had reached maximum saturation with the potential customer base that was susceptible to classic, testimonial-style messaging, and that the next flight should speak to the emotional benefits of language learning. Research showed that fluency and enhanced travel were the main drivers, so we wanted to pair that with Babbel’s retention and methodology. We zeroed in on the awkward moment of trying to recall a language, and used that as a narrative bookend to flashback through Babbel’s process and value props in a high-stakes, emotionally grounded narrative.