Cannes Lions

BEST DAY EVER SECOND SCREEN EXPERIENCE

LEO BURNETT NEW YORK, New York / FILIP TECHNOLOGIES, INC. / 2014

Case Film
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Overview

Entries

Credits

Overview

Execution

To use FiLIP, parents use a FiLIP smartphone app (iOS and Android) to call their kids, see their location, send short text messages, and set virtual radius ‘SafeZones’. Kids can use the FiLIP to call 5 pre-entered phone numbers directly. Our uniquely designed second screen technology allowed people to sync their smartphone with ‘The Best Day Ever’ interactive film, to replicate the FiLIP app on their smartphone, and allow them to experience the FiLIP features for themselves before the product even launched on the market. This solved three key problems: Driving awareness for FiLIP towards USA launch, demonstrating how the technology works and driving trial to give parents confidence in how the FiLIP technology works.

To launch FiLIP in the USA we created ‘The Best Day Ever’ – a series of interactive films where kids go on their ‘Best Day Ever’, while staying in touch with their parents through the FiLIP wearable phone. As part of the film we built a second screen mobile experience, which invited the audience to sync their smartphone with the film, and in doing so replicate the FiLIP smartphone app, and allow the audience to try the FiLIP features for themselves before the product was released.

Outcome

‘The Best Day Ever’ is now an ongoing series of interactive films, with further episodes in production for 2014. Each episode will have the unique second screen experience built into to. This is currently being further scaled through a collaboration with Google to integrate further customized Google tools including Google Maps and near field technology. ‘The Best Day Ever’ second screen experience is a leading example of how a technology product can be put in the hands of the target before launch – in this case to create storytelling, brand awareness and trial. The outcome was highly successful with over 20% of FiLIP sales referred directly from the ‘Best Day Ever’ mobile experience, to the FiLIP online store.

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