Speak Easy
Young people seek local nightlife when they travel, but are blocked by language. Babbel gave them access with a lesson.
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Babbel is a language learning app that’s having trouble getting and retaining Gen Z/Alpha users. Younger generations believe that learning languages is a skill for professional development and padding resumes, not for making real connections.
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Young people love traveling, and they’re most excited to experience the nightlife in other countries. However, the most authentic clubs are gatekept for the locals, leaving the most desirable experiences out of reach for those who don’t speak the local language.
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We gave people access to exclusive clubs around the world if they scanned our OOH ads and did language and culture lessons on a Babbel microsite, preparing them for the local nightlife experience.
In the clubs, we continued to teach people language through branded activations, pushing towards what nightlife is really about: connection.
OOHs
Mobile Lessons
Scanning the QR code will lead people to a Babbel language lesson microsite. Completing the lesson will provide them for an RSVP to the club.
Club Activations
DICE Integration
DICE is one of the primary platforms where people look for music and social events.
We posted our Speak Easy events on DICE for those looking for nightlife experiences digitally. Instead of buying a ticket, people can get one for free by completing a Babbel lesson.
Art Direction, Editing/Motion Graphics: Frank Yin
Art Direction: Charlie Loaiza
Copywriting: Aidan Haas