Busuu.com: The Gomeran Whistle

Credits:

Type of Entry: Strategy
Category: Traffic Building
Title: THE GOMERAN WHISTLE
Advertiser/Client: WWW.BUSUU.COM
Product/Service: LANGUAGE LEARNING WEB
Entrant Company: LA DESPENSA Madrid, SPAIN
DM/Advertising Agency: LA DESPENSA Madrid, SPAIN
Creative Credits
Name Company Position
Miguel Olivares La Despensa General Creative Director
Javier Carrasco La Despensa General Creative Director
Pablo Gutiérrez La Despensa Creative Director
Christian López La Despensa Art Director
Pablo Gutiérrez La Despensa Copy
Santi Lardín La Despensa Director
Details
Describe the brief from the client:
Busuu.com is a very useful website where you can learn any language online. However, the website was not very well known and did not receive many visits. The objective was to make the site known.
Creative Execution:
We created a targeted way to reach the target audience: A cultural documentary focused on a very fun language where words are whistled instead of spoken. Busuu.com noticed this unknown language, getting the objective of making the web busuu.com famous.
Describe the creative solution to the brief/objective.
We decided to use a different format: A cultural documentary. As one can learn any language on the website, the documentary focused on a rather uncommon language, one that is only spoken in a remote island in the Canary Islands, where words are whistled instead of spoken: The Gomeran Whistle. We then designed a viral strategy to drive our audience towards the site and be out in the media, claiming a place for this language in UNESCO’s list of Cultural Heritage.
Describe the results in as much detail as possible.
- Visitors of the web increased 1500% in one week; - The documentary got 60,000 YouTube views; - With a budget of 20.000€, we got the web noticed in all the media in prime time (at news); - The web is very useful to learn languages. We only needed that people know it. With this campaign, we got that people visited the website. They actually learn languages on web.