D&AD New Bloods Competition 2023
the ask
Create an integrated campaign to bring awareness for the new Duolingo Math app targeting those ages 45+
the background
Duolingo created a new app focusing on math, specially brain-training for older adults.
the problem
93% of adults suffer from math anxiety or embarrassment from learning math as kids. However, adults often have many reasons to revisit their math journey later on, whether for a job or just to touch up on basic skills.
insight
This logical motivation does not outweigh the negative memories associated with math, and most adults are left feeling a lack of moral support and hesitant to begin learning again.
opprotunity
Duolingo Math aims to provide the moral (or immoral…) support they need, whatever their purpose for learning math.
campaign idea
Duo Discreet
introducing a new character
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Meet Duo's cousin, Digit. She's a smart mischievous night owl and the one thing she loves more than math is money.
out of home billboards
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Throughout the campaign, Digit will subtly hint at the illicit reasons people should be practicing math by messing with every billboard and event that is put out.
interactive machines
It’s important that people can interact with math physically, just as they would on our app so we also set up a series of interactive machines in major cities. People will be asked to solve basic math problems, but the more problems solved correctly, the more criminal the problems will become.
digit money
At the end of the game, participants will have the chance to win money. The billboard will dispense either real money or Digit money at random. Digit money will not only give them a career path recommendation but also prompt people to share a photo of the bill on Facebook using the hashtag #duodiscreet. Digit will respond to each post in a playfully delinquent way.
case study video
the team
Meaghan McFarland (XD)
Nina Stitt (CW)
Elizabeth Gatlin (XD)
Ashley Huang (CBM)
Victoria Nguyen (CBM)
my contribution
project management
brand audit
consumer research
market research
creative brief