Level of awareness: In this case the ad is pitched toward a target who is at least problem aware, that is, certain that they want to try to learn a new language. Once the reader is solution aware the focus then becomes on the brand benefits which make it uniquely engaging over the competitors.
Research:
Product: A gamified language learning app.
Competitors: Rosetta Stone and others, no community or point-scoring aspect. No games and responsive learning.
Market: The market wants a cheap and easy way to learn on their own time.
Voice of Customer: “I wish the language apps had more selection. I want to learn X”
“I wish learning a language felt easy and held my short attention span”
RIOA
Reader: A student or prospective student in their early 20s with little money but lots of free time. Probably play video games.
Idea: A fun and easy app which teaches the user one of a large selection of languages in their spare time.
Offer: Signup to learn from our courses today and receive extra game tokens
Action: Signup and start a course.
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