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Spell Up

basics
Market:United Kingdom
Style: Minimalism
descriptioncnen
Execution
Spell Up is a voice-powered game that helps improve your English. Using a combination of different web technologies, the Chrome browser understands what you say and uses it to control the game, creating an unique user experience, Just speak to play!To build up your word tower, listen for the words and spell them aloud, pronounce them correctly, solve word jumbles, and guess mystery words. Earn medals and coins to activate power-ups and add more levels to your tower, faster.
Outcome
In 2 months, more than 4 million visits, with more than 56% of users coming from countries where English is not the first language. It was picked up by educational and tech press, and social media posts showed usages from living rooms to schools all over the world. Hopefully, we will inspire others to create more teaching tools using the technology.
Strategy
When a new voice recognition API was added to Chrome, we wanted to let the general public experience it in way that was both playful and useful, and that reinforced Google’s focus on knowledge and access. Our ultimate business objective was to drive downloads of Chrome via mobile and desktop.We realised that helping people learn English, especially young people and those learning it as a foreign language, would enable us to create something that is easily and globally accessible, technically innovative and creatively surprising.
credit
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Agency:
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awards
Cannes Lions International Festival of Creativity 2014
Shortlist Cyber
Web
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Sponsor