British Council - Know Your English

- Cannes 2014, 2 Bronze Lion (Cyber) - Spikes 2014, 2 Silver Spikes, 1 Shortlist (Cyber), "Know Your English" - Spikes 2014, 1 Bronze Spikes (Direct), "Know Your English" The 'Know your English’ banner tracks the user’s natural web usage behaviour of highlighting a peculiar word when reading online. By observing beyond its allocated media space, the banner is able to keep up with the user’s reading activities, refresh itself in real-time and reveal the meaning behind the respective word. It also provides audio pronunciation to help learners overcome the barrier of an unfamiliar term. Throughout the entire experience, the banner remained in a non-intrusive but ever-present spot on the website, ready to be called upon when needed. 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. This is a campaign about how the British Council, the world's largest English-language teaching organisation, combined the dictionary and intuitive web behaviour to turn a web banner placement into an innovative learning tool to help raise its profile amongst the target audience. The Internet is a convenient, unlimited resource for working professionals who are non-proficient in English to improve themselves by reading. British Council realised that learners of a new language will encounter unfamiliar words when they surf the web for information and the hassle of getting hold of a physical or digital dictionary halts the progress in their language advancement. This gave rise to the opportunity to reach out during the prospects’ moment of need and make life easier for them by sharing the meaning behind a word that is foreign to them in an accessible and relevant way.