Innovative project with British Council provides meaning and pronunciation of words in real-time
Grey Group Singapore announced that the agency has launched the ‘Know Your English’ interactive banner for British Council Singapore. The innovative web banner offers internet users a convenient, real-time online English language dictionary and pronunciation guide.
Launched in Singapore, Malaysia, Shanghai and Bangkok the ‘Know Your English’ web banner is able to track when a user highlights any word on the web page and reveals the meaning of the word as well as an audio clip on its pronunciation.This is achieved by scanning outside of its allocated web banner space and tracking users’ activities on the web page in real-time. In contrast to traditional web banners, ‘Know Your English’ remains non-intrusive throughout the experience.
The ‘Know Your English’ web banner was conceptualised for the British Council to help raise its profile among working professionals who are non-proficient in English. Recognising that today’s workforce is more likely to turn to the internet for information, the web banner brings The British Council closer to its audience while staying true to its mission to promote the English language and culture, by helping improve its proficiency among non-native speakers.
The ‘Know Your English’ web banner has reached an estimated of 15,861 internet users during this three-day campaign. Users 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 interacting with the banner was two minutes and 14 seconds (eleven times more than time spent on rich media banners).
“At Grey Group we are always looking for new ways to help our clients promote their brand and reach out to their target audiences. Businesses do recognise the importance of an online presence in an increasingly digital era. However, the average internet user today is already bombarded with a myriad of messages that often diminish the online experience. With this insight in mind, Grey Group decided to create a smart banner that scans beyond its allocated space to really add value to a user’s internet experience.
‘Know Your English’ combines the dictionary with intuitive web behaviour to turn a simple online reading experience into an interactive learning opportunity. “We are proud to partner the British Council to create the first ‘teaching’ web banner in the world,” Subbaraju Alluri, CEO of Grey Group Singapore.
The web banner ran on I-S Magazine Online. A demonstration video can be viewed on : http://www.knowyourenglishbanner.com