Britanico Case study DRAWORD [video] by Y&R Lima

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DRAWORD [video]

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Industry Language schools
Media Case study
Market Peru
Agency Y&R Lima
Executive Creative Director Flavio Pantigoso
Art Director Alejandro Muñoz Bottas
Copywriter Daniel De Leon Tanner
Production shot one
Released May 2013

Credits & Description

Advertiser: BRITANICO
Agency: Y&R
Category: Commercial Public Services Incl. Healthcare & Medical
Advertising campaign: DRAWORD
Account Manager: Carla Wilson (Y&R Perú)
Head Of Art: Christian Sanchez (Y&R Perú)
Art Director: Alejandro Bottas (Y&R Perú)
Copywriter: Daniel De Leon (Y&R Perú)
Agency Producer: Patricia De La Cuba (Y&R Perú)
Account Assistant: Anne Achata (Y&R Perú)
Executive Creative Director: Flavio Pantigoso (Y&R Perú)
Assistant Producer: Michel Motte (Y&R Perú)
The application got the target audience to look at the brand (Británico English Institute) differently. not only allowed our audience to become aware of their actual pronunciation and improve it, but it also helped to position the brand in the minds of consumers by using it in a fun, playful manner. The experience was like having an interactive and entertaining English class which was, nevertheless, functional.
We developed Draword, an online game that draws what you say reflecting your pronunciation. The game asks you to repeat a word in English as pronounced by a native speaker. If your pronunciation is very poor, the drawing will be but a scribble. If your pronunciation is less than perfect, the drawing will also be flawed. And when you manage to pronounce the word perfectly, the drawing will look great. Finally, Draword invites you to continue improving your pronunciation at Británico.
The website was very well received, with over 535.465 visits in the first month. It was a TT on the day of its launch. And registration of new students increased by 25%.
Client Brief Or Objective
The objective of the campaign was to catch the attention of new consumers – young Peruvians whose English pronunciation proved to be incorrect. In addition, the aim was to position Británico as the best option to learn or improve your English. The strategy was simple: to put the users’ pronunciation to the test and invite them to improve it.