Say it PROnD

The Challenge

Speak is an English learning app with a speak-first focus, and this campaign marks the brand’s first entry into the Taiwan market. In a landscape crowded with well-established competing brands, the challenge was clear: how could Speak break through the noise to build both awareness and preference? 

The Solution

Our first priority was to establish a unique brand position.  

In Taiwan, we discovered that the real barrier to learning English is the fear of speaking itself. People keep silent because they are afraid of making mistakes. In fact, according to PISA, Taiwan ranks #1 in the world for fear of making mistakes. This is why we wish to establish Speak as the first brand that makes one feel safe in “speaking poorly,” and to assure them that every fumble and mistake is a leap forward to better English. 

Unlike most language-learning brands that choose fluent speakers or influencers as “role model ambassadors,” we deliberately looked the other way. From here, “The Worst English-Speaking Brand Ambassador”  was born. We wanted someone whose English was far from fluent, but who spoke with confidence. The spirit we wanted to share was that learning begins with being unafraid to say things wrong.

The Results

The ad took Taiwan by storm and made fearlessly speaking broken English a national talking point. Social media lit up with thousands bravely showing off their imperfect English, and the app became the #1 most downloaded educational app in the Apple app store in its debut year.