SCRABBLE KEYBOARD

Short List
TitleSCRABBLE KEYBOARD
ClientSCRABBLE CLUB (HK)
Product / ServiceSCRABBLE KEYBOARD
CategoryD02. Use of Mobile
EntrantCHEIL WORLDWIDE Hong Kong, HONG KONG
Idea Creation CHEIL WORLDWIDE Hong Kong, HONG KONG
Production CHEIL WORLDWIDE Hong Kong, HONG KONG

The Campaign

IDEA Scrabble Keyboard is the first keyboard app that combines a keyboard’s standard ‘AutoComplete’ function with the entire Oxford Thesaurus. It’s effectively an ‘AutoThesaurus’ that shows you multiple word options for the one you just typed—turning Chinglish into English, and improving your vocabulary one splendid / astounding / fantabulous word at a time. So the more you type, the more you learn––big words, little words, smashing words. Over 500,000 words that make vocabulary-learning part of every conversation, across every social platform.

Creative Execution

Scrabble Keyboard is the first downloadable keyboard app that combines ‘AutoComplete’ with the entire Oxford Thesaurus. A standard keyboard with ‘AutoComplete’ simply predicts the word as you type. But Scrabble Keyboard is effectively an ‘AutoThesaurus’ that shows you multiple word options for the one you just typed—turning Chinglish into English, and improving your vocabulary one splendid / astounding / fantabulous word at a time. Launched on Google Play App-Store, Scrabble Keyboard was supported by a tactical online banner campaign. We also partnered with primary and secondary schools across Hong Kong, and targeted key community Facebook groups, social media pages, parenting groups and school groups—all eager to improve their English language skills. This helped introduce the classic board game to a whole new generation of players.

Describe the success of the promotion with both client and consumer including some quantifiable results

Scrabble Keyboard makes communicating like a native English-speaker much easier and a whole lot more fun. The more you type, the more you learn. Big words, little words, smashing words. Over 500,000 words make vocabulary-learning part of every conversation, across every social platform. In the first week alone, more than 300,000 suggested words were chosen. The app was also endorsed by primary and secondary schools across Hong Kong—introducing the classic board game to a whole new generation of players. Thanks to Scrabble Keyboard, little by little, English is becoming a bigger part of people’s daily lives again.

Explain why the method of promotion was most relevant to the product or service

Scrabble Keyboard is a Promo & Activation idea in which mobile plays an important role. To promote the game to a younger generation, we targeted their greatest obsession: their mobile phones. Scrabble Keyboard is a mobile app that makes vocabulary-learning part of every conversation, across every social platform. Our channel strategy leveraged the daily popularity of messaging platforms to amplify the idea. The more you type, the more you learn. Communicating like a native English-speaker has never been easier or more fun.

Our strategy was to show our target audience––Hong Kong’s current generation—that playing the undisputed king of word games is a great way to improve your vocabulary and command of English. So we targeted young people’s greatest obsession: their mobile phones. Scrabble Keyboard makes vocabulary-learning part of every conversation, across every social platform. Our channel strategy leveraged the daily popularity of messaging platforms to amplify the idea. The more you type, the more you learn. Communicating like a native English-speaker has never been easier or more fun.

Credits

Name Company Position
Paul Chan Cheil Worldwide, Hong Kong Executive Creative Director
Peter Engelbrecht Cheil Worldwide, Hong Kong Creative Director
Paul Chan Cheil Worldwide, Hong Kong Copywriter
Peter Engelbrecht Cheil Worldwide, Hong Kong Copywriter
Clara Ho Cheil Worldwide, Hong Kong Art Director
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