A bloody brilliant use of AI technology drove interactive experiences for VisitBritain

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.

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.

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.

Infillion’s proprietary brand lift measurement, UpLift, saw impressive results across the board, including:

• 7% increase in awareness
• 6% increase in familiarity
• 7% increase in consideration