GREY GROUP, Singapore / BRITISH COUNCIL / 2014
By tracking the natural web usage behavior of a user highlighting a peculiar word when reading online, the 'Know your English’ banner would update in real-time to reveal the meaning behind the respective word and provide audio pronunciation to help learners overcome the barrier of an unfamiliar word.
The banner remained in a non-intrusive but ever-present spot on the website throughout the entire experience, ready to be called upon when needed.
In doing so, not only did British council turned a web banner placement into an innovative learning tool, but helped people increase their proficiency in the English-language.
The campaign was executed in 3 markets - Singapore, Malaysia and Shanghai, reaching out to over 15861 prospects within 3 days.
The average interaction rate was 51.8% - 19.5 times more than the average rich media and 272 times more than the standard banner. Average time spent on the banner was 2 minutes 14 seconds, 11 times more than time spent on rich media banners.
31.9% of the prospects used the audio pronunciation feature within the banner, proving that they were not only getting a better understanding behind the meaning of a word, they were also improving their grasp of the English language.
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