The execution: To activate youngsters a richer use of words we opened a totally new dimension where words were designed as funny colourful creatures: Each word was imprisoned by a different character, which was tempting to play in many different touch points. On the campaigns microsite you were able to bring your own sentences alive: Type in any text and explore it how your personal word monsters act. The richer your sentence was the interesting the animations become, so this simple game was able to help you recall your hidden vocabulary.

The campaign delivered the objectives- 500 000 activated word monster- 30 000 downloaded avatar- 27% returning user ratio on the website(while the SOV is only 3.3%)