Problem: According to Statista, Duolingo is by far the most downloaded language app in the world, with 14 million downloads and counting. This is well over ten times the number of downloads Babbel has with 1.2 million. This discrepancy can be drawn to the fact that Babbel is a paid service, while Duolingo is free.​

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Insight: Multiple experts writing for publications such as WIRED, CNET, and TechRadar, have Babbel above Duolingo when it comes to depth, quality of teaching, and overall learning outcomes for the languages they have on offer. WIRED cites a Michigan State University study that noted Babbel "didn’t just facilitate grammar and vocabulary acquisition but also improved oral communication skills."

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Solution: A minimalist campaign with a grammatically simple headline aligning Babbel with a quality learning experience that earns the price tag, declaring to all amateur linguists that "The Owl Is Dead".

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Proposition: Outlearn Your Friends With Babbel.