Digital Immersion English for Companies
The first-ever online English-learning
solution for the entire organization, worldwide
Beyond its de facto status as the global language of business, English is today strategically
important at ALL LEVELS of any organization.
Staff at all levels today realise the importance of English for their
current jobs and for the evolution of their careers.
An effective, dynamic and flexible English language learning
resource rolled out across the entire organization is thus a
powerful staff motivator as well as a strategic asset.
ü English is a key driver of employees’ professional mobility and skills evolution.
ü It is the must-have language for full use of web-based tools, digital desk research, and more
generally for information sharing and knowledge management.
ü As customers and clients become more global, English becomes a key competitive asset for
establishing and developing business relationships.
ü English is also a key component of corporate image for those companies and organisations
wishing to project an open, modern, international identity.
ENGLISH, a strategic issue for all organizations
Companies invest several billion dollars every year in English
language skills for their employees.
To what EFFECT?
On a per-capita basis, French companies spend more on professional
English language training of its executives than companies in any other
Yet French adults rank 17th in English language skills among 44 countries
where English is not an official language.**
* Source: The Economist Intelligence Unit - May 2012
** Source: Education First – March 2011
WHY does English training effectiveness disappoint?
1 The HIGH COST of traditional language training leads
many companies to focus resources on senior
management, to the detriment of the staff as a whole
2 Training formats and pedagogical approaches felt to be
BORING or OUTMODED can lead to low rates of
engagement or participation by staff.
3 SCHEDULING and LOGISTICAL ISSUES often do not
enable sufficient frequency of exposure to English for
true language learning progress to occur.
4 RIGID, LINEAR and REPETITIVE training approaches
induce learner exhaustion and can lead to training
being abandoned, meaning no learning in the mid-to-
In other words, company language training should no longer look like this…
The largest, most current range of English language
learning content based on authentic entertainment
& factual video
• Over 1,100 video-based learning units: movie clips,
documentaries, TV series, news reports…
• Available as or even before films are showing in local
• Four difficulty levels
• Fresh content published daily
• Short sessions: 12 – 15mn to complete
The largest catalogue of English language
learning visual dictionaries
• Over 300 thematic dictionaries
• Over 5000 vocabulary files
• Each item is illustrated, defined, used in a
sample sentence, and has an audio file for
A totally new, 100% online language learning method
based on current, authentic content
What is it?
Fully compatible with desktops, laptops, tablet computers and smartphones
… within a service creating motivation, repeat use and a
sense of progress…
The only range of quality learning games
dynamically driven by every learning unit
• Practice games covering vocabulary, grammar and
listening skills enable learners to consolidate what
they have learned in the learning units.
• All video lessons and visual dictionaries can be
practiced via several games: 5000 unit/game
The most gamified learning service, for
motivation and engagement
• 10 Card types
• 50 Achievement Levels
• 25 Badges to be earned
• Points for Learning Units completed, and games played
• Coaching function showing progress
• Global social network and community activity feeds, friends,
What is it?
The world’s most global EFL online service, available in
27 interface languages
What is it?
A user interface available in 27 languages
• The option of a user interface in their L1 allows lower-
level learners to use the site quickly and confidently.
Languages include Chinese (Simplified and
Traditional), Japanese, Korean, Arabic, Russian,
Spanish, Portuguese, French, Italian, German, Polish
A growing list of prestigious education and
company training partners
• English Attack! has been adopted as a pedagogical
resource by a wide range of ELT publishers, language
schools, educational authorities and corporate
educational service providers who have recognised
the effectiveness of the digital immersion approach
and its complementarity with other methods of
English language instruction.
More effective learning through increased and enhanced
exposure to English – frequency via motivation
Pedagogical Principle #1:
Start by creating true motivation
ENTERTAINMENT and MEDIA attract, captivate and stimulate
The pedagogical units on English Attack! (interactive videos and visual dictionaries) are all
based on popular culture entertainment and media: clips from current films and TV series,
music videos, news, sport, travel, hobbies, and business.
MOTIVATION is a key condition required for learning to occur. Only a method which creates enthusiasm based on what the
learner is interested in can lead to voluntary repeat use at a frequency sufficient to enable the effective learning of English.
A REWARD ECOSYSTEM providing constant positive reinforcement
Learners’ activity on the site is compensated with the awarding of badges, user level
cards, and scores, marking achievement and rewarding effort in a continuous
positive reinforcement loop.
AUTONOMY involves the learner in the educational objective
Instead of being limited by the time and scheduling constraints of a conventional classroom
course, the learner can define his or her own task and time in which to do it, choosing –
according to what is most motivating at that specific moment – from a huge library of learner
units categorized by content theme and difficulty.
Pedagogical Principle #2:
Lock learning into long-term memory
CONTEXT accelerates memorization and learning
The language exercises on English Attack are based on authentic content (film clips,
photography…) and always situated uniquely in the context of that content. They thus engage
the learner both intellectually and emotionally.
The MEMORIZATION of newly acquired language elements over the longer term (previous three months) is obviously essential
to learning. Advances in cognitive neuroscience have given us a better understanding of how information moves from short-
term to long-term memory, allowing us to design pedagogical approaches that result in greater effectiveness in retention.
SHORT SESSIONS optimise learner concentration.
The video clips used have an average duration of 2 minutes, and a learning unit never takes more than
8 minutes to complete. Each video-based lesson or learning game is limited to a maximum of 8 lexical
items, an ideal number for focus and comprehension.
REPETITION: the key factor in long-term retention and acquisition
The Practice Games on English Attack! allow learners renewed contextual contact with lexical
items seen in the video and photo-based exercises. The high “replayability” of these games,
together with the score mechanism which creates additional performance motivation, helps
accelerate the shift of these items from short-term to long-term memory through repetition
Pedagogical Principle #3:
Build learning effectiveness over time
A constant flow of FRESH AUTHENTIC CONTENT constantly renews the learner’s level of interest,
making it easier to get into the habit of using the site several times a week or even daily, even if
for brief periods.
New pedagogical content is published on English Attack! every day. They might be based on a
new film currently showing in theatres, the hit music video of the moment, or a current news
item. Currency = motivation.
The learning of English is only worthwhile if it is effective over time, with LASTING RESULTS. This can only be achieved via regular
and self-motivated exposure to the language over a relatively long period of time. English Attack! can thus be an ideal
complement to more intensive but short-duration training sessions such as classroom courses or language study abroad.
A combined system of level cards and points allows learners to measure their PROGRESS.
Everything the learner does on English Attack! generates points, and at set points totals the
learner is granted a new Status Card. With 50 levels of cards to move up through, there is a
constant challenge-reward loop which creates motivation and positive feedback over an
extended time period.
The site allows learners to use their developing language skills in the context of an INTERNATIONAL
SOCIAL NETWORK OF LEARNERS, from over 70 countries, all of whom use English as their common
The learner can thus establish contact with some of the nearly 400,000 learners already registered
on the site and use his or her English for true communication.
THE UNIQUE ENGLISH ATTACK
ENTERTAINMENT and AUTHENTIC CONTENT-BASED
ENGLISH IMMERSION METHOD
TRANSLATES INTO HIGH RATES OF LEARNER ENGAGEMENT
Average subscribers weekly site use
• 2h 37
• 9.8 exercises per week
87% of English Attack! subscribers learn with the
service at least once a week (3.6 visits per week)
A LEARNING RESOURCE THAT WILL ACTUALLY BE USED
LEARNING UNITS CUSTOMIZED TO YOUR NEEDS
For a per-unit fee, you can have
learning units (video-based
exercises or visual dictionaries)
created for your specific staff
requirements. These bespoke
units can be exclusive to your
A PRAGMATIC, AFFORDABLE GLOBAL SOLUTION
SIMPLIFIED ACCOUNT CREATION and ADAPTIVE COMMERCIAL TERMS
Individual user accounts to be created in seconds, and deployed via a range of delivery methods, from physical distribution of unique
user codes, to the e-mailing of registration links, to the automatic creation of accounts linked to a database of employees. For each
learner or group of learners, you can select the duration of the license, and thus volume-discounted subscription rates which apply.
INDIVIDUAL and COLLECTIVE MONITORING of learner activity and progress
The administrator of a multi-user license has access to a comprehensive online dashboard summarising the activity on the site of the
group of learners as a whole, with the ability to drill down to the individual learner level and see his or her level of site use, completed
exercises, score progress, badges earned, and so on.
The option of integrating your TRAINING STAFF in the pedagogical programme
Your multi-user license includes the possibility of creating Trainer accounts. Your Training staff, whether internal or external, can thus
create classes, select specific learning units to assign to each class, communicate via the site with the class or with learners individually,
and of course monitor site usage, assignment completion, and the activity, scores and progress of each learner.
For more information and demo codes:
Co-founder, English Attack!
LinkedIn Profile: https://www.linkedin.com/in/paulmaglione
Phone: +33 6 12 76 60 23
English Attack! is a truly next-generation e-learning enterprise solution
designed for rapid rollout – including SSO authentication - and easy
implementation across large numbers of accounts and markets in any
size of company or organisation
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