Young Ones 2024 Brief:

The Solution:

In 2023, the MLS became relevant again.

Just like David Beckham, Lionel Messi came to the MLS. But, this was after a long career playing for teams in better leagues in Europe, such as FC Barcelona.

U.S. soccer fans have taken note.

To be able to watch the best of the best, true soccer fans are watching leagues in other countries. One of the most popular leagues? La Liga with over 60 million fans in the U.S. tuning in to watch teams like Barcelona and Real Madrid with players who will be known as the greatest in history, such as Lionel Messi.

Enter:

La Liga

Headquartered in Madrid, Spain
- 20 teams
- Streamed on ESPN+ and ESPN Deportes
- Players speak primarily speak English, French, Spanish and more.
- Spanish and English announcers
- Consists of both Men's and Women's leagues

Duolingo emphasizes the fun in learning a new language as well as using games to become better. Focusing on the competitive nature of soccer and the domination of La Liga... we can target Millennials and Gen-Z through their La Liga fandoms.

Language connects people to other people, to their roots, and also to their passions.

We believe learning a language should be free because you can't put a price on human connection. At Duolingo, we value the fun and the passion that drives us to learn a new language. That’s why we make sure that learning a language is not a chore, just like keeping up with your favorite sports team.

You show up every day to get better in order to achieve your goal, whether that be to win a championship or feel more connected to your favorite player. We will be your teammate cheering you on so that ultimately when the ball goes in the net and mayhem breaks loose, you’re not pausing and rewinding to read the subtitles.

You may have to pay for a ticket to the game, but you will never have to pay to for a connection through language.

Because everyone can Duolingo.

New Tagline:

Everyone can Duolingo.

Champions Duolingo.

Activation:

Duolingo has notifications to remind users to do their daily lesson. La Liga fans would have the opportunity to personalize their notifications to be on the day of the games and customize their avatar for their team.

Sample notifications & Avatar Customization:

Along with the notification and avatar customization, there will be a Champion for best fan awarded by Duolingo through a social media contest.

Duolingo posts on their accounts saying:

"Everyone can be a fan, but Champions Duolingo. Tag us to show how big of a fan you are of your La Liga team alongside your achievements on Duolingo with the #ChampionsDuolingo for the chance to win free tickets to the League Table Championship."

Activation would include out of home postings such as this advertisement to the right on the La Liga fields.

In soccer there are no commercial breaks so for people watching they will only see advertisements on the side.

Duo the Owl would sit behind these advertisements to generate media coverage within the stadium, while people watching from home can see Duolingo through the OOH advertisement.

Sample Contestant Posts:

The Launch:

Duo the Owl starts going to La Liga games and sitting in the stands. Out of home in addition to announcing the social media contest as well as personalized notifications for your team.