In Taiwan, English learning is common, but speaking confidence is scarce. As Speak made its Taiwan debut, the brand needed to earn attention and preference in a category dominated by “perfect English” role models and performance-driven claims.
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reach in 20 days
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Brand awareness growth
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Oragnic reach
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on the APP store in educational apps
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.
Innovating to Impact
By reframing “broken English” as progress and inviting people to speak without fear of failure, the campaign shifted a deeply rooted mindset from silence to action—driving both cultural conversation and real adoption at scale.
Awards Won
4A Awards
- Best Video – Gold
- Best Launch Campaign – Gold
- Best Branded Entertainment – Bronze
- Best Influencer Marketing – Gold
- Best Digital Integrated Marketing – Silver
- Best Integrated Marketing Communication – Gold
- Best Client Award
- Grand Prix / Best in Show
Golden Finger Awards:
- Social Marketing Award – Silver
- Performance Marketing Award – Gold
- KOL Marketing Award – Gold
Digital Singularity Awards:
- Best Video Creative Award – Gold
- Best Social Video Creative Award – Gold
- Best Social Commerce Marketing Award – Silver
- Best Entertainment Content Award – Silver
- Best Audience Insight Award – Gold
- Best Social Content Award – Bronze
- Best Influencer Creation Award – Gold
- Best Brand Partnership Marketing Award – Gold
- Influencer Marketing Category – Best-of Category Award
- Video Creative Category – Best-of Category Award
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