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 world. 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.