Rosetta Stone | Ditch the Disc | Giveaway + Awareness Campaign
We’re a @#$! app.
Despite all of the global marketing that was supposed to spread the word that Rosetta Stone moved from CDs to an app, 86% of focus group participants — non-customers and existing customers alike — still thought we were the yellow box of CDs. Hmph.
Role: Creative Direction, Art Direction, Key Art Designer
The idea.
We needed to do something to raise app awareness while migrating learners into the 21st century.
So we told the world again, only louder and more directly. For eight days we targeted 4.5MM prior CD and Download buyers the opportunity to upgrade to a lifetime subscription of a single language completely free of charge. No strings attached. No hidden nothing.
And boy, did it take off.
The campaign was picked up by the Press, delivering >750m impressions and 56 media mentions from the likes of CNN, Business Insider, USA Today, and Mashable alike.
The buzz resulted in an outpour of positive user feedback, not to mention a massive take rate and strong monetary value in a subsequent upsell campaign.