British Council Singapore's 'Know Your English' campaign

The 'Know your English’ banner tracks the user’s natural web usage behavior of highlighting a peculiar word when reading online. By observing beyond its allocated media space, the banner is able keep up with the user’s reading activities, refresh itself in real-time and reveal the meaning behind the respective word. It also provides audio pronunciation to help learners overcome the barrier of an unfamiliar term. Throughout the entire experience, the banner remained in a non-intrusive but ever-present spot on the website, ready to be called upon when needed. (http://grey.com)