Title	SPELL UP
Brand	GOOGLE
Product/Service	ONLINE SPELLING TOOL
Category	A01. Innovation
Entrant Company	GOOGLE CREATIVE LAB London, UNITED KINGDOM
Advertising Agency	GOOGLE CREATIVE LAB London, UNITED KINGDOM
Advertising Agency 2	HELLO MONDAY Aarhus C, DENMARK

Name	Company	Position
Google Creative Lab	Google Creative Lab	Creative Agency
Hello Monday	Hello Monday	Production Company

The Brief

We are always looking at new ways to explore the capabilities of the latest technologies within the Chrome browser. When Web Speech, a new voice recognition API, was added to Chrome we wanted to introduce it to the public in a playful and useful way. We decided to showcase the technology as an educational tool that could help those learning a new language, like English. We also gave ourselves the challenge of making the technology accessible, easy-to-use, and fun. We targeted those learning english as a second language who were over 13 years of age.By building a fun game with the Text-to-Speech and Web Speech APIs, we showed how these technologies could be used in an for education and fun!

We are always looking at new ways to explore the capabilities of the latest technologies within the Chrome browser. When Web Speech, a new voice recognition API, was added to Chrome we wanted to introduce it to the public in a playful and useful way through our latest Chrome Experiment. We also gave ourselves the challenge of making the technology accessible, easy-to-use, and fun. We targeted those learning english as a second language who were over 13 years of age. We gave people the opportunity to practice their English anywhere, and were the first to use the Web Speech API for teaching purposes. We used a multitude of web technologies (inc. Web Speech API, Text-to-Speech API, Google Translate API, Vibration API, Collins Dictionary API, CSS3 and Canvas, Web Audio) to ensure it was a fun experience on mobile and desktop, and most importantly available to all. By building a fun game, we showed how these technologies could be used in an for education and fun helping people to improve their english and inspire others to to use these technologies.

Nearly 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.