Sumway
DUOLINGO MATH: D&AD BRIEF
Campaign
Milan
2022
UNIVERSITY: NABA, MILAN
MY ROLE: CREATIVE LEAD Identifying problems, opportunities, strategic direction, target study, ideation, experience touchpoints, deliverables
OBJECTIVE
Create a response that invites and engages new audiences(adults and parents) to download, and stay motivated with the Duolingo Math App.
CONTEXT
Duolingo Math believes all it takes is several minutes a day to build the habit and reap the benefits from learning maths.
PROBLEM
⏳ Adults feel they do not have the time and use for practicing Math in their day-to-day life.
TARGET INSIGHT
🚎 Our target hates waiting for Public Transport. Impatient, they look at the clock/waiting time repeatedly.
OPPORTUNITY
🪥 Link Duolingo Math to daily public transport users. Building habit is easy when the habit is linked to an existing daily task.
THE IDEA
Subway
“Recalculate the way you wait”
Duolingo Math changes the Public Transport arrival timings to simple mathematical equations.
EXPERIENCE
Duolingo Math activates a simple everyday moment of wait: The time boards in tram stops. bus stops and metro stations turning them into simple Math equations.
Catching everyday commuters by surprise and inviting them to swap their waiting period to build a cool new Math habit. We surround the stations with branded Duolingo Math stickers, benches, posters: driving our audience to download the Duolingo Math App.
TOUCHPOINTS
Audio Activation
Duolingo Math announces the timings at Subways, using Math equations to narrate arrival timings.
Physical Activation
Duolingo Math alters the written arrival timings on time boards at Public Transport stations to Math Equations.
Digital Activation
Duolingo Math notifies existing App users via geolocation when they are near waiting points like Metro and Bus Stops to open the App.
CALL TO ACTION
Using fun and witty one liners , driving our audience to download the Duolingo Math App.
Floors Stickers in Subways
Benches at Tram Staions
Posters at Bust Stops
DYNAMICS
Keeping the Equations simple.
The limited activation takes place in stations for a period of 24 hours.
Ensuring that the equations last for 2 seconds and then revert back to the real arrival timings.
