DUOLINGO X DELTA AIRLINES
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The Business Problem
Long flights can be tedious, unproductive, and boring, especially for younger generations who value their time and seek meaningful activities.
The Ask
Offer engaging Duolingo content on Delta flights, allowing Gen Z and Millennial passengers to learn or improve language skills during travel time.
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The Cultural Context for Gen Z and Millennials
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They value their time and seek to make the most of every moment, including downtime.
Gen Z prefers experiences over material possessions. Travel is a significant part of their lifestyle, and they desire enriching experiences even during transit.
Millennials are characterized by a strong desire for self-improvement and continuous learning. They often use their free time to acquire new skills or knowledge.
THE CREATIVE BRIEF
The Digital Nomads
They don't just flow with time; they bend it to their will.
They value flexibility and autonomy, and are lifelong learners. They grew up in the digital age, continusously reshaping their world and how they interact with it. Unlike generations before, Gen Z and Millennials are more likely to use technology to bridge the gaps in learning and productivity, especially on the go.
They enjoy maximizing every moment of their journey. Often doing multiple activities simultaneously, such as listening to podcasts while exercising or learning new skills during downtime. As visionaires and multi-taskers, they are determined not to let a single moment slip away, knowing that each endeavor, new language learned, and cultural exploration is evidence of their finite time well-spent.
The Advantage: Shorter Attention Spans
Bite-sized Learning: Duolingo’s lessons are designed to be consumed in short bursts, making them ideal for the in-flight environment where interruptions are common.
Instantly Useful: Even basic language learning is beneficial for travelers, who can quickly see the benefits of their efforts.
The Audience
Taking Downtime to New Heights
How about spicing up the plane with themed activities, movies, and language infographics in the seat pockets that direct them to Duolingo for a deeper language-learning experience?
Why not set up language challenges or leaderboards during the flight with milestones and cool rewards?
THE THOUGHT STARTERS
What about developing choose-your-own-adventure stories on the In-flight entertainment system where passengers make decisions in the language they’re learning?
THE COMMS STRATEGY
