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Rosetta Stone Manhattan Project

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CLIENT

Rosetta Stone Manhattan Project

Synopsis

To generate trial and awareness surrounding the launch of Version 3, Rosetta Stone tasked RedPeg with garnering media coverage focusing on the key attributes of the new product. Inspired by Rosetta Stone’s “Farm Boy” advertising campaign in which a farm boy has only one chance to impress an Italian supermodel, RedPeg hired bi-lingual models to hit the streets of New York, attracting consumer and media attention. Clad in couture yellow dresses, the models approached unsuspecting pedestrians and national morning shows in a flirtatious way, speaking their native tongue. After unsuccessfully trying to make a connection, the models abandoned the conversation by handing the consumer a business saying, “It’s a shame we couldn’t chat” and a call to action driving consumers online for a free online trial of Version 3.

Key Elements

  • Guerilla activation bringing national advertising campaign to life
  • International models flirt in their native tongue to unsuspecting passerbys
  • Pocket card distribution driving consumer to web for a free trial
  • 16% of all cards distributed resulted in a trial
  • National publicity including the Today Show, CBS Early Show, and exposure in PR Week