The Flash Media Player is required to view this content.
CategoryD02. New Product Launch/Re-launch
EntrantY&R Singapore, SINGAPORE
Entrant Company:Y&R Singapore, SINGAPORE
DM/Advertising Agency:Y&R Singapore, SINGAPORE



Name Company Position
Rowan Chanen Y&R Singapore Executive Creative Director/Copywriter
Kirsten Ackland Y&R Singapore Art Director/Copywriter/Typographer
Rupert England Y&R Singapore Copywriter
Edward Ong Y&R Singapore Copywriter
Tom Ormes Y&R Singapore Copywriter
Siraj Mohammed Sirajuddeen Y/R Singapore Account Director
Stan Lim The Upper Storey Digital Art Director
Edwin Leong The Upper Storey Digital Copywriter
Aleksander Gvozden The Upper Storey Software Engineer
Kevin Lam The Upper Storey Project Manager
Chandra Barathi The Upper Storey Technical Director
Huang Shu The Upper Storey Designer

The Brief

The Oxford English Dictionary is updated every year. However sales are lagging due to the influence of the internet and online dictionaries. To stop the decline and stimulate sales, our task was to find a way to engage consumers and make the dictionary relevant again. In short, we had to make people fall in love with the joy of using the English language.

Creative Execution

As the internet is the major source of the decline in dictionary purchases, it was the ideal place to begin a promotion to address this decline. Lovers of words are naturally readers of websites, blogs and online newspapers. And word lovers enjoy being able to interact with words, test their knowledge and share that experience with others - this promotion allowed all of that to occur.

Describe the creative solution to the brief/objective.

The strategy was to centre the campaign on the internet - the largest cause of the dictionary's decline. We created a hub where people could discover words and interact with them in unusual and humourous ways. By using words that were archaic but mysterious, we built up a 'fan-site' for words that allowed visitors to use them, share them, wear them and shop for them! Ultimately leading them to purchase a dictionary. After almost a year of painstaking research, writing and re-writing, the promotion was launched via the web followed by executions in print, poster, ambient and public relations.


From Singapore to Somalia, the promotion found fans all over the world. was featured extensively on talkback radio shows, online TV shows such as CNET TV, on, on major blogs such as and even on To date, we have 13,839 registered adopters, over 22,000 monthly page views, and over 3 million website mentions. There's even a fan website of photographs. Most important of all, sales of the Oxford dictionary have increased by 12.6% and we have cultivated a newfound passion for the English language and the Oxford dictionary at the very place that threatened it's existence.