- Client: Rosetta Stone
- Product: RosettaStone Language Learning Program
- Price Point: $250—$699
- Objectives: To increase brand awareness, generate front-end sales and develop a profitable continuity program.
Founded in 1992, Rosetta Stone is the world’s No. 1 language-learning software for individuals and institutions, used by millions of people in over 150 countries.
In 2008, Rosetta Stone employed Script to Screen to develop an infomercial campaign that would increase brand awareness, generate front-end sales and develop a profitable continuity business. The theme of the infomercial was to show dramatic life improvement…enriching and improving every facet of one’s life through fast and easy, and fun language learning.
Hosted by foreign travel correspondent Tracy Gallagher, with contribution from Dr. BobArnot, former Chief Correspondent for the Today Show and Dateline NBC, the infomercial successfully illustrated the uniqueness of the product by creatively demonstrating how the system works. It introduced testimonials from all walks of life; people who experienced life-changing benefits and personal enrichment through learning a new language with RosettaStone.
The infomercial was successfully launched in August 2008, and rolled out nationally soon after. It consistently ranked in the IMS Top 100, reaching as high as No. 18. In April 2009, the Rosetta Stone company went public, and the following May posted first quarter revenue of $50.3 million, an increase of 41% over the same period in 2008.
- Successful in achieving client’s goals and objectives
- Consistently ranked in the IMS Top 100
- Successful IPO April 2009