Duolingo : American Sign Language
Digital Media:
Instagram Story
The goal of this set of advertisements was to target a specific subculture, individuals of the deaf community and their loved ones. Duolingo specializes in aiding individuals form and cultivate connection through language education, now they can continue to do this with their addition of ASL to the app!
BIG IDEA:
Learn with us. Connect with others.
Out-of-Home:
Subway Print
Due to the short time Instagram stories remain on one’s phone, it was essential for this advertisement to convey the big idea quickly. This advertisement utilizes a light hearted approach that talking louder might not be the solution when communicating with individuals apart of the deaf community or hard-hearing individuals. Then the text suggest that signing might solve this problem and provides an easy way for the viewer to download Duolingo by clicking below.
Our target audience resides in an urban city where they have to rely on public transportation. Therefor, placing our advertisements in the subway station or train cars allows for our audience to view this ad quickly and frequently. The use of the societal meaning of the hand signal in contrast with the ASL meaning displays the disconnect within society while tying in something that is universal among most individuals, emojis. Our solution for this disconnect: download Duolingo, learn with us and connect with others.
Digital Media:
Instagram Caracul
The third set of digital advertisement are for an Instagram caracul to be paired with the Instagram story. These slides are a combination between the print advertisement and the story due to the slide feature allowing us to propose and answer a question. This allows our viewer to spend more time viewing our post due to the curiosity of the next slides.
Guerrilla Marketing:
Subway Pole
