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VisitBritain: Fake Brit Till You Make It

Finalist in Travel & Tourism

Entered in Creative Use of Technology, Interactive Content


Great Britain is a lot more than Big Ben, double-decker buses, and corgis. In fact, it's a country with nightlife, breathtaking coastal views, and a rich, diverse culture from the energetic beaches of Liverpool to the chic dining and shopping of Manchester.

That's why VisitBritain wanted to inspire Americans to take a trip across the pond by showcasing just how diverse the island actually is, from food to landscapes to slang -- and what better way to do it than an AI-powered accent-faking challenge?


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.

The intent of this campaign was to challenge traditional U.S. stereotypes of the United Kingdom -- and it’s clear that the average American has a lot to learn.


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. 

In total, users spent 21,127,487 seconds interacting with the ad. That translates to 244 days spent faking British accents -- and that's more time than either Elton John or the Spice Girls has spent on top of the U.K. music charts.


Video for VisitBritain: Fake Brit Till You Make It

Entrant Company / Organization Name

Infillion and OMD, VisitBritain

Entry Credits