Bunnies Chat with NewJeans
Duolingo x NewJeans
The hardest part of learning anything is staying motivated. But, every learner has different motivations and interests. Duolingo is looking to engage unique superfan groups in order to drive earned media that will inspire people to start and continue learning with them.
[THE ASK]
[THE CHALLENGE]
To get Gen Z and millennials to sign up to learn with Duolingo by creating a buzzworthy idea that taps into their fandoms and help them get more out of what they love.
Kpop fans is a concentrated and super enthusiastic fan group in the US. With the rising of Kpop market, Duolingo can help reduce the language barrier between fans the the Kpop idols. Therefore, we came up with this campaign using media channels including OOH, social and video to launch a new set of voice packages under the Roleplay function of Duolingo MAX, featuring NewJeans, allowing users to voice chat with their favourite idols within anytime throughout the day.
[OUR SOLUTION]
OOH POSTERS
Social Media
posts on social media channels like instagram stories
THE APP
How does it work?
Talk to the NewJeans members in the language that you are learning! In the Roleplay chatroom, NewJeans members will generate text and audio messages using the same language as the user texted. If the users are having difficulties to understand what they are saying, they can also translate the voice messages into the language they know.
Case Study Video
Produced by Chloe Huang