Rosetta Stone Design & Branding MISTAKES by Alma Miami

MISTAKES

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Industry Language schools
Media Design & Branding
Market United States
Agency Alma Miami
Executive Creative Director Demian Veleda, Diego Yurkievich, Hernán Cerdeiro
Art Director Hernan Pettinaroli
Copywriter Julián Milanesi
Photographer Michael Bailey
Print Production Manager Mimi Cossio
Released November 2011

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: ROSETTA STONE
Product/Service: LANGUAGES LEARNING
Agency: ALMA DDB
Chief Creative Officer: Luis Miguel Messianu (Alma DDB)
Executive Creative Director: Diego Yurkievich (Alma DDB)
Executive Creative Director: Hernan Cerdeiro (Alma DDB)
Art Director: Hernan Pettinaroli (Alma DDB)
Copywriter: Julian Milanesi (Alma DDB)
Print Production Manager: Mimi Cossio (Alma DDB)
Photographer: Michael Bailey (4 Amoeba)
Media placement: Postcard Cat - Rosetta Stone Kiosks - November 2011
Media placement: Postcard Duck - Rosetta Stone Kiosks - November 2011
Media placement: Postcard Dog - Rosetta Stone Kiosks - November 2011

Describe the brief from the client
Drive awareness and consideration among Hispanics who have been living in the US for at least 5 years. Their English skills are good enough for getting by in daily life, but since they are on their way up in terms of job opportunities, they need to better their English language proficiency. Some sales promotion ideas could be considered.

Describe the challenges and key objectives
Perception that Rosetta Stone is only for recent arrivals who do not speak English at all. The objective was to demonstrate that with Rosetta Stone an adult can master a foreign language with the fluency of a native-born, by helping people to think first in English instead of translating from Spanish in their minds.

Describe how you arrived at the final design
Through research we found out that one of the most embarrassing situations for our target was making small mistakes during conversations, which in turn would lead to altering their intended meaning. The right use of propositions is the acid test for language ability, that evidence for Anglos to notice the lack of proficiency of others. An exercise on the wrong uses of propositions led to the creative idea and its resulting design.

Give some indication of how successful the outcome was in the market
Indication of successful outcome: 5% of all postcards delivered to our target translated into visits to the Rosetta Stone kiosks, exceeding the expected results in 2%.