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 & more than 2 in 10 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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