Babbel / Vice /
DATE THE WORLD
WHAT’S THE PROBLEM?
Babbel is a global language learning app with over 2.5 million subscribers worldwide. Being Berlin based, Babbel didn’t quite comprehend the tyranny of distance when it came to travelling between the far east and the west, a distance that resulted in longer, more expensive travel. This insight led to DO creating an acquisition campaign designed to help younger APAC travellers make the most of their trips abroad, by learning the local language and just maybe, if they were lucky, meet a love interest along the way.
WHAT WE FOUND
After a worldwide tour stopping off at Mexico City, Paris and Berlin, the Babbel ‘Date the World’ series was created in conjunction with VICE. The film series and supporting digital, social and PR campaign showed how language unlocks different cultures and opens new doors and experiences for younger travellers. The work portrays a witty, insightful, and sometimes risqué look at the link between travel and language learning around the globe.
DID IT DEFY ORDINARY.
Babbel wanted to connect with young aspiring Aussies with a latent desire to travel and date the world, yet it was notoriously difficult and expensive to reach this audience in a highly fragmented Australian Media landscape. This is where the idea to engage with VICE was born. Not only do VICE have the largest database of younger Aussies, but they also have established, highly rated traditional and digital channels.
THE RESULTS.
Anything but traditional, the ‘Date the World’ campaign delivered significant results for Babbel, far exceeding previous global campaigns. We delivered 8,270,899 highly entertaining impressions, online video views of 3,184,483, website visits of 158,289 and ultimately 66,322 leads to their subscription page.
