Best Leisure Online Ad, Best Travel Online Ad

Britain is an attractive destination for English-speaking U.S. tourists for many reasons: the storied past, the sights, the charm, and of course – the lack of language barrier. English speakers alike on both sides of the pond should be able to navigate each other’s countries seamlessly, right?

Not necessarily, as it turns out! Different regions of Britain have different, well, everything. Food, culture, and especially for our purposes – accents and slang. VisitBritain approached Infillion with the following KPIs: Awareness, Engagement, Consideration, and CTR. But more specifically, the aim was to understand and embrace the linguistic and cultural differences between various regions of Britain.

This campaign took the form of an interactive experience that was deployed across streaming video on desktop, mobile, and connected TV. Users could omit subsequent commercial breaks by committing to at least 30 seconds of interaction with the VisitBritain experience. They were delivered a slang phrase, the name of the region of origin, and a definition. From there, users needed to flex their vocal chords to try to imitate phrases from Newcastle to London and beyond. This necessitated the use of advanced, AI-powered Infillion technology to both hear and then grade the speaker on their pronunciation and dialect.

Users thought this unit was simply capital. Results saw increases of 7% in Awareness, 6% in Familiarity, and 7% in Consideration. And the average time spent of 47 seconds was over 50% higher than the minimum. Bloody brilliant.

Contributors:

INFILLION

Location: United States