Rosetta Stone: Taking their “secret sauce”
out of the shadows to drive demand

The world’s preeminent language learning software had a problem: awareness for its brand and ubiquitous yellow box was high; but recognition of how it worked and why it was superior was low. The strategy: literally invite people into the box and see for themselves what makes the product special. The vehicle for this? The free demo that it promises people for responding in virtually all its advertising, and anchor of its acquisition marketing strategy. An entirely new demo experience was created — one that was built to recognize the prospect’s engagement journey and preferences, and modify its presentation over time as it “learns” the prospect’s interests.

In other channels, there was another insight to address: many Americans hold the belief that they’d like to learn another language, but that they are incapable of doing so at their age. “You have it in you” addressed that head-on.

Demo experience. Click here to view: Launch Demo

CREDITS — AGENCY: SOURCE MARKETING. RICH FELDMAN: CAMPAIGN STRATEGY, CREATIVE STRATEGY, CREATIVE DIRECTION, COPYWRITING. SHOUTOUTS: NEIL CAMERON, DIGITAL DESIGN AND DEVELOPMENT, BRETT ADOLFSON, ART DIRECTOR.