Campaign Background:
Asia’s largest online language-learning platform VoiceTube held a VoiceTube “English Language Day” on April 23, the date traditionally observed as both the birthday and date of death of William Shakespeare. The event involved a series of online learning activities encouraging people to take advantage of downtime during the COVID-19 epidemic to strengthen their English skills. It was VoiceTube’s first event marking this festival, and the campaign focused on helping build brand identity and grabbing the attention of consumers.
Campaign Features:
Do you face English language barriers? It’s not unusual to hear people who have tried to learn the language for a long time talk about how their skills fell short when they actually had to use English on a trip overseas, in a job interview, or when making new English-speaking friends or preparing for tests.
Based on that insight, the campaign set up a game on the event website with the tag “Baffled by English? Want to Be Set Free?” that was a play on a local saying that people haunted by ghosts should draw fortune sticks at a temple to set themselves free. It enticed consumers to draw fortune sticks and see what kind of English-speaking scenarios gave them trouble.
The fortune stick concept was a hit and was extended to ad displays on the insides of a select subway train. The subway displays were a series of six different posters that drew the eyes of passengers to the VoiceTube event the moment they got on and increased exposure among potential consumers.
The goal of the VoiceTube English Language Day event was to encourage people to learn English online in a relaxed atmosphere, and the campaign enlisted KOL A-Hsia to make a cameo appearance. The campaign’s main visual was an image of A-Hsia telling a foreigner “I’m so hot!” to convey a simple message: people can learn English through VoiceTube.
The visuals also stayed true to the VoiceTube brand’s purple color to strengthen association with the brand and were showcased on the event’s website and as part of English Language Day ads on the exteriors of buses in the Greater Taipei area.
