Setapp is a subscription service that gets you access to over 200 apps for your Mac & iPhone - with just one monthly subscription. It’s like Netflix, but for apps!

Unlike Netflix though, our audience of creatives and coders weren’t aware of this little known Ukrainian company. Our challenge was to drive mass awareness of Setapp, whilst defining for the first time in the brand’s history a singlemind product benefit for a huge number of very different apps.

The campaign identity is based upon computing. Each execution lives on an exotic desktop, just like the product. The visual language of the computer is both familiar to our target market and a rich source of assets to communicate the campaign message. Loading bars, pop ups and notifications create the chaotic story of distraction. With imagery representing the alluring fun of the internet, which includes work from established artists including Tyler Spangler, Eva Cremers, Elena Xausa and Alex Tait.

A playful look and feel designed to stop people in their tracks, and rolled out across the entire campaign, from the online film to product landing pages, banners to outdoor sites. A clever way to schedule and target media, we hit news feeds with playful pop-ups, created fake clickbait headlines, and invaded YouTube lunch breaks to prompt people there was a tool to help them stay in their flow and complete all their tasks.

The global campaign now live in eight markets has led to a MoM search traffic increase of 25% and increased brand awareness from 13% to 20%.