Duolingo - Tae Chang
Korean fans at concerts are another level.
They memorize every single word and sing along with the musicians at concerts.
For musicians, they are fans they could never dream of. However, we discovered that
many Korean fans have not learned what they are singing. That’s why it’s an excellent
opportunity for Duolingo to launch a campaign to teach Korean concertgoers
how to sing and understand the meaning of the lyrics.
2024 Clio Awards - BRONZE / SHORTLIST
2024 부산국제광고제 (Mad Stars) - FINALIST
FILMAs the number one language-learning app,
we want to expand the Korean fandom culture by helping Koreans not only understand the lyrics,
but also allow other musicians who visit Korea to experience it.
Digital/Mobile App
Duolingo launches “Tae Chang” feature for Korean fans on Duolingo,
where they can learn how to sing and really understand what it means.
Duolingo creates posters with full lyrics on the way to the concerts.