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  • A2 Duolingo

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    Linh Le
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    This document provides a brief for a creative advertising concept portfolio assignment. It outlines Duolingo, a free language learning app, as the product. Key details about Duolingo are provided, including its gamified approach to teaching reading, listening, speaking and writing skills in 36 languages. The target audience is identified as retired people aged 65+ who enjoy learning and travel. The single-minded proposition is stated as "It's never too late to learn a new language." Supporting points are listed about Duolingo's approach and benefits. The requirements are to present original creative concepts fitting on an A4 page at a scale, with a 200-word rationale explaining each idea.

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    This document provides a brief for a creative advertising concept portfolio assignment. It outlines Duolingo, a free language learning app, as the product. Key details about Duolingo are provided, including its gamified approach to teaching reading, listening, speaking and writing skills in 36 languages. The target audience is identified as retired people aged 65+ who enjoy learning and travel. The single-minded proposition is stated as "It's never too late to learn a new language." Supporting points are listed about Duolingo's approach and benefits. The requirements are to present original creative concepts fitting on an A4 page at a scale, with a 200-word rationale explaining each idea.

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    46 views1 page

    A2 Duolingo

    Uploaded by

    Linh Le
    This document provides a brief for a creative advertising concept portfolio assignment. It outlines Duolingo, a free language learning app, as the product. Key details about Duolingo are provided, including its gamified approach to teaching reading, listening, speaking and writing skills in 36 languages. The target audience is identified as retired people aged 65+ who enjoy learning and travel. The single-minded proposition is stated as "It's never too late to learn a new language." Supporting points are listed about Duolingo's approach and benefits. The requirements are to present original creative concepts fitting on an A4 page at a scale, with a 200-word rationale explaining each idea.

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    of 1

    GRAP2412 Creative Advertising 8/02/22

    ASSIGMENT 2: Creative Concepts Portfolio

    Duolingo
    Product
    Duolingo language learning app

    Background
    Duolingo is a free language-learning app that
    uses gamification to help users learn a new
    language. Duolingo courses effectively and
    efficiently teach reading, listening, and
    speaking skills. Combining the best of AI and
    language science, lessons are tailored to help
    users learn at a personalised level and pace.
    There are currently 36 languages available to
    choose from. Each lesson takes around 3-
    minutes, using a simple and colourful interface
    to teach and reinforce vocabulary and grammar.
    Users can take tests at regular intervals; the app keeps track of scores and lets the user know how they’re progressing. The
    app is designed to keep learners engaged, and make language-learning a lifelong and enjoyable habit. See:
    https://www.duolingo.com/

    Who are we talking to?


    Retired people aged 65+ who are open-minded, enjoy learning new things, and are looking forward to travelling the world
    again soon.

    Single-minded proposition
    It’s never too late to learn a new language

    Support
    • Game-like lessons and fun characters help build solid speaking, reading, listening, and writing skills.
    • Designed by language experts, Duolingo has a science-based teaching methodology proven to foster long-term
    language retention.
    • Track your progress. Work toward your language learning goals with playful rewards and achievements when you make
    practicing a daily habit!
    • With 300+ million learners worldwide, learners are part of a language community on Duolingo.
    • Every language course is free. Learn Spanish, French, German, Italian, Russian, Portuguese, Turkish, Dutch, Irish, Danish,
    Swedish, Ukrainian, Esperanto, Polish, Greek, Hungarian, Norwegian, Hebrew, Welsh, Arabic, Latin, Hawaiian, Scottish
    Gaelic, Vietnamese, Korean, Japanese, English, and even High Valyrian!

    What is required?
    • The concepts can be presented in any format (from sketching to finished artwork). You will be assessed more on your
    creative concepts and how well you meet the brief, than on producing highly finished layouts.
    • Each concept is to be drawn to scale, to fit on an A4 page.
    • 200 word (maximum) rationale to explain your concept. It should answer: What is the basic idea? Why is it compelling?
    How is it different?

    Image source: https://apps.apple.com/au/app/duolingo-language-lessons/id570060128#?platform=iphone

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