The Central Office for Information (COI) was looking to get more 13 and 14 years olds to choose a language for their GCSEs. We knew that kids were more likely to engage with stories of people their own age so we set about creating three European characters. Our kids were served banners that allowed them to see inside the rooms of these characters and explore hotspots with content in another language which they could then translate. Each month the room evolved as the story of the characters changed.
We created a set of banners that looked like a different teenager’s bedroom. The banners were targeted by gender and affinity so that you were served content relevant to you. Within each bedroom was a series of hotspots you could interact with. Each hotspot had text in either French, Spanish or German depending on the teenager’s room you were looking at. Users can translate the text and click on the hotspots to explore the bedroom in close up detail. Each month the rooms evolved and a story began to emerge about each teenager.
