VisitBritain

Fake Brit Til You Make It

Awards

2024

Rich Display Media

2024

Best Leisure Online Ad

Best Travel Online Ad

2024

Individual – Rich Media

Features – User Experience

Campaign – Interactive

Strategy

VisitBritain travel ads via Infillion’s TrueX product generated deep engagement by leveraging a culturally British experience: speaking with a British accent. Using a device’s microphone, viewers were immersed in an auditory game of faking an accent to test their pronunciation.

VisitBritain capitalized on viewer engagement with a self-guided exploration and brand education, ultimately leading to significantly elevated levels of travel consideration and more than two in ten exposed consumers reporting they were likely to visit Great Britain.

Performance Results

The Visit Britain campaign with TrueX drove a 0.3% QR Code Scan Rate ¹ – 15X higher than industry average!

The campaign drove a 19% lift in consideration², with more than 2 in 10 exposed consumers reporting they were likely to visit Great Britain after exposure to the ad.

Consumers interacted with the unit 3.8x on average and spent nearly 50s on average in-unit (twenty seconds more than guaranteed³), indicating that the interactive experience incentivized consumers to spend extra time in-unit trying out the different accents.

¹ QR Code Video Scan Rate Industry average: 0..02%
² Brand Lift results measured by Infillion’s proprietary brand lift methodology, UpLift
³ TrueX billable guarantee: 30s time spent in-unit + 1 interaction

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