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Rosetta Stone Technology Drum News

Rosetta Stone pre-Christmas campaign promotes language software as potential gift

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By The Drum Team | Editorial

November 24, 2011 | 2 min read

A pre-Christmas Pan-European campaign for language learning software Rosetta Stone takes the brand into new channels, featuring outdoor and digital adverts.

Created by MBA, the campaign has been developed to promote the software as a potential Christmas present, communicating how the gift of language can change a person, and featuring the strapline ‘Let her unwrap a new her. Give the gift of language’.

The campaign will run for five weeks across national press and tube card panels, while digital banners will run in the UK and Germany from next week.

James Middlehurst, managing partner for MBA, said: “Having been newly appointed, we were tasked by Rosetta Stone to develop a campaign platform that captured the spirit of giving a loved one a foreign language as a Christmas present. We have executed a creative strategy that celebrates how learning a new language unleashes a confidence and a new side to a person that has previously been hidden. The pre-Christmas period is saturated with promotional activity and we believe we have developed a creative for Rosetta Stone that will deliver the cut-through needed to inspire a broad consumer audience, from business travellers right through to travelling enthusiasts.”

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MBA

MBA: Where Digital & Direct Interconnect

www.mba.co.uk

We’re an independent agency based in London, Miami and Brighton. We drive commercial success for our Clients by applying Brand Action™, joined-up data, creative technology and content frameworks to the way that people buy today – a digitally-fuelled, non-linear and dynamic ecosystem.

Our Approach:

Joined-up Data

Solving problems starts with the data. Data informs our every action, and hones the effectiveness of the work.

In addition to the analysis of explicit and implicit data, joining up data pots is crucial for delivering a good customer experience across the purchase ecosystem. With access to data no longer an issue (with APIs etc), bringing it together meaningfully in a connected architecture becomes key. Connected data drives 'machine insight' - learning that is automatic, behaviourally driven and instantly actionable.

Connected Content Framework

We've developed a Purchase Ecosystem model to reflect the way people buy today. Inspired by Google's ZMOT, McKinsey's Purchase Loop, and our experience - the model helps us maximise the effectiveness of our content & communications. The model provides a framework for the role of both inbound and outbound communications, and it looks a bit like a snail.

Our range of services covers the entire ecosystem; from advertising, CRM and PR, to technology integration projects, PPC, SEO and user-friendly website design.

Brand Action™

We believe in the power of ideas. We believe that creativity works. And we don't believe that 'brand' and 'response' communications are opposites; but rather that each nurtures the other.

Brand Action™ is where the art meets the science, where the ability to think creatively and with insight merges with data, technology and technique, to give the best of both worlds. Brand Action™ is having your cake and eating it.

Creative Technology

Technology inspiring ideas inspiring technology. Technology can inspire a new direction for creativity. Likewise, creativity can spur advances or a pivot in technological development, or find new uses for existing tech. Brands must never stop thinking about how the creative, human and meaningful application of technology can provide motivating rational and emotional evidence to enhance conversion.

A Culture of Sharing

Ideas can come from anywhere, so we encourage creativity across the agency, often briefing everyone when solving big problems. Creative technology briefings keep us up to date, and keep interesting ideas flowing to our clients.

We invest in our people, and recently won Gold accreditation in the IPA's CPD programme for the 2nd year in a row. We like to give back to the industry and nurture the next generation of talent, with work experience opportunities and paid internships throughout the year.

Results & ROI Focus

We align our objectives with those of our clients - finding success together, and celebrating when they do. Restless to make our work even better, we're constantly monitoring the numbers and looking for improvement in ROI or other KPIs. We focus on awards that recognise effectiveness, and are thrilled to have recently won a Silver IPA Effectiveness Award. Payment by results is not only offered, but actively sought.

MBA is heavily involved with the #IPASocialWorks finding that elusive social ROI measurement. 

 

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Our Culture

MBA has an open culture defined by collaboration and nurturing talent. We share ideas and keep in the loop with each other as an agency via the online forum Slack, weekly Assemblies and monthly Creative Tech seminars. The MBA Academy offers paid internships and creative placements throughout the year, and we were awarded Gold for Continuous Professional Development by the IPA. Proud to be included in ‘The Best Companies To Work For’ report 2014, the creation of #MBAGoodTimes has also somehow led to there being an official agency burger league table.

Thought Leadership

We take an active role in industry thought leadership, and our team regularly contribute opinion pieces and essays to both trade and national media. As Chair of the #IPASocialWorks cross-industry initiative we are seeking to define best practice in social media measurement. Part of the UK Trade & Investment High Value Opportunities programme, we also play a key role in flying the flag for British creativity abroad, as well as at home in the UK. 

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