#News: DUOLINGO JAPAN – Free “KFD” Fried Chicken for those who study during the holidays

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When it comes to learning a new language, Duolingo emphasizes that patience is key. With that mindset, the brand spares no effort to remind its students to study every day. Unfortunately, the holiday season, when you have plans with friends and family, means notifications are automatically ignored, emails go unread, and language learning is a daily grind. will definitely be at the bottom of the priority list.

So global language learning app Duolingo decided to find a fun way to remind people to study during the holiday season. Let’s explore with Aurora how Duolingo and Creative Agency UltraSuperNew can help students “voluntarily” study throughout the holidays!

1. Inspiration from the Japanese Christmas “chicken bucket”.

Agency UltraSuperNew has come up with one of Japan’s most obscure Christmas traditions: Eating a bucket of fried chicken for Christmas dinner (it’s so popular that stores will sell out a week before Christmas). ).

Krispy Fried Duo (KFD) is an alternative to the traditional fried chicken bucket, made with the tastiest cuts of meat and Duolingo’s signature green color. Duo voluntarily “sacrificed” the best and greenest parts of his meat, which were chopped, fried and placed in a KFD (Krispy Fried Duo) bucket to give to excellent students who completed the lesson. of them even on Christmas Eve.

2. Execution campaign

In the first phase, Duolingo used Influencers to launch the campaign 1 week before December 24.

• The TikTok posts and X shows a series of entertaining content kickstarted Duo’s lightbulb moment in delivering Krispy Fried Duo (KFD) to those in need of fried chicken.
• The video features one of the biggest cooking Influencers in Japan helping Duo create the right KFD recipe (See more Here).
• There’s even a “spicy” challenge in which Duo personally delivers a bucket of hot KFD to Influencers and challenges him to eat it while learning Duolingo, as punishment for skipping the lesson.

Finally, on December 24, when almost every other bucket of chicken in the city had sold out, Duo himself went to Shibuya, Tokyo’s busiest district, and handed out buckets of KFD to those who could demonstrate their education. post on Duolingo on Christmas day.

3. “Contemplation case” – What makes Duolingo interesting and successful?

First of all, we must praise the creative team of UltraSuperNew Agency for thoroughly exploiting Duolingo’s brand personality of “unserious in a funny way”. Through the variation of the name of the world-famous fried chicken brand combined with the brand’s signature color, “KFD” has successfully captured the public’s initial attention, arousing curiosity and stimulating desire. wanted to experience this “unique” experience – which is already a Japanese tradition at Christmas. If you “dare to study” on holidays, we “dare to invite you to eat”, an extremely strong and clear attitude from Duolingo. However, this makes me a bit uncomfortable, entertaining users with blue fried chicken creates the impression that the Duo mascot is bringing his own “meat” to invite everyone, this is a bit “creepy” 😀

If asked me to use a humorous approach for young customers – the brand’s main Target Audience, I would confirm yes. According to Kantar Millward Brown’s report, “humor” is the emotional element most loved by young people in brand advertising campaigns.

But to say that because of using a humorous approach the campaign was successful is not enough. In my opinion, what makes the campaign successful lies in its timing and suitability.

Timing: During Christmas, in the joyful atmosphere when Japanese people started buying buckets of traditional fried chicken, “KFD” appeared as a completely new and unique choice. While family members go to buy chicken, the image of a blue bucket of chicken certainly attracts more or less attention, even for those who have never used the Duolingo application.

Suitability: Each market has different tastes and creative thresholds. And in Japan, a place famous for its unique, even “weird” advertising campaigns, it can be said that Duolingo chose the right civilization to launch the campaign.

In short, the success of the “KFD” campaign is created by the following factors: Right brand personality, right customer insight, right time, right “civilization”.

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This is also an extremely useful sharing from Content Creative at Aurora Vietnam in the “Contemplation Case” session – a series of industry talks at Aurora – an interesting regular activity to dissect, analyze and Improve understanding of the creative advertising industry.

Learning from the success of top campaigns is always an effective way to help marketers and brands gain deeper insight into the industry, consumers and markets. If you have any ideas or opinions about the article, don’t hesitate to send an email to: hello@auroravietnam.co!

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Reference: Duolingo Offers Buckets of Fried ‘Chicken’ to People Doing Lessons During the Holidays