Language platform action created by Jotacom agency
The language platform Duolingo decided to bet on an item that, not today, has been in the political news in Brazil – the electronic anklet, used to monitor convicts by justice.
But, in the case of the app, Duolezeira has another purpose, that of monitoring its students – especially those who ignore the app’s notifications – and giving a ‘reality check’ to keep them in line with the lessons.
Created by the agency Jotacom, the action was inspired by a meme created by the platform’s students, in which the joke is that the mascot Duo will kidnap a member of your family if you don’t do your homework for the day. Some users made posts on TikTok reading these responses, which went viral and resulted in over 50 videos posted on the network with 15 million views.
“Fun is one of the main pillars of the platform and one of the secret ingredients of Duolingo’s effectiveness. After the success of Duo Roll – a toilet paper that teaches phrases in several languages - last year, we couldn’t stay out of the game of the Day da Mentira, inspired by a meme created by our students and which is a hit on social networks”, says Analigia Martins, Duolingo’s marketing director in Brazil.
A Duozel electronics is available for purchase starting this month.
Datasheet:
Agency: Jotacom
CEO: Jurgis Figueiredo
VP of Creative Execution: Fabio Mello
VP of Creative Strategy: João Passarinho Netto
Creation: Luiz Barrella, Fellipe Camarossi, Robson Batista, Brunno Maceno
Content coordinator: Brunno Maceno
Content Manager: Mariana Teixeira
Head of Projects: Mariane Cunha
Project assistant: Daniela Casiuch
Attendance: Ana Julia Paloschi
Produced by: Luis Porto
Customer Approval: Analigia Martins, James Kuczynski, Manu Orssaud
Producer: Nomad Animation
Executive Producer: Rick Pimentel
PR Agency: SMARTPR
