Travelbuddy
Duolingo – Fictive case
Background/Brief
Duolingo has recieved criticism from users because they're learning irrelevant phrases. Now they have made a new service for more niched language learning and they want to advertise it.
OOH – Airport
Insight
It's easy to get misunderstood because of language barriers
Solution
Duolingo acknowledges their past mistakes and pokes fun at the criticism that their phrases were unrealistic and impractical. Through humor and exaggerated examples, the campaign demonstrates self-awareness and how the company now listens to user feedback.
Paulina Valenzuela Nilsson (AD) Jenny Olsson (CW)
OOH – Road to skiresort
Knowing how to say “I have a cat” Is not very
helpful while being chased by a shark
Skip the fluff and focus on the essentials for your surfing trip
With Dolingo's new Travelbuddy
Knowing how to say “I love croissants”
won't help you going down the slopes
Skip the fluff and focus on the essentials for your surfing trip
With Dolingo's new Travelbuddy
OOH – Subway
Influencer marketing/Social media
The YouTube group Random Making Movies (RMM) goes on a surfing trip to Bali and faces language barriers that lead to funny and exaggerated misunderstandings. They attempt to take surfing lessons in Balinese, order food without an English menu, check into a hotel, navigate local transportation, and bargain at a market – all without using a translation app.
The video ends with RMM introducing Travelbuddy and explaining how the service would have helped them during their trip. They also clarify the difference between Travelbuddy, which focuses on practical phrases for travelers, and regular Duolingo, which is best for learning a language from scratch.
RMM’s humor and creative storytelling make the campaign both entertaining and authentic. Their followers love travel content and are receptive to the message, making them a perfect match to showcase the benefits of Travelbuddy.
