Media > Media: Sectors
BRUKETA&ZINIC&GREY CROATIA, Zagreb / A1 – DIGITAL AND TELCO PROVIDER / 2019
Overview
Credits
Why is this work relevant for Media?
A1, telco and digital provider promises to make life easier and more fun trough digital technology. A1 Lappsus is an app that adds value to unlocking option in mobile phones as a new digital media to communicate the brand. High-schoolers unlock their phones 150 times a day, so A1 created app that enables them to unlock their phones by tapping a correctly spelled word. For every correct answer A1 adds 1 MB of free data to the users account. More than 50.000 downloads in first three weeks made A1 Lappsus the most popular Android app in Croatia.
Background
Situation: A1, telco and digital provider promises to make life easier and more fun trough digital technology.
Brief: Bring brand promise to life in a family segment. Create an experience that the media and ordinary people will talk about.
Budget: 25.000 EUR + packages of free data.
Objectives: Secure the coverage of all relevant media in the country, involve at least 10.000 users.
Describe the creative idea/insights
Data gathering and insights: 75% of high-schoolers have trouble with spelling. They are checking the phone 150 a day on average. They never have enough data. Parents believe they are wasting their time.
A1, telco and digital provider promises to make life easier and more fun trough digital technology. A1 Lappsus is an image campaign in a form of an app.
It’s an app that helps kids to learn spelling every time they open their phone.
A kid unlocks the phone by tapping the correctly spelled word.
For every correct answer A1 adds 1MB of free data to the users account.
It is a new way of learning and service that brings the brand promise to life and for parents - additional reason to buy A1 services.
Describe the strategy
Target audience: Families.
Media planning: After launching the app on Google Play, we started a campaign on social media (Facebook, Instagram), via Google ads, and promoted the app through PR.
Approach: We will prove that we can make more with a technology we already have. We will make high-schoolers and parents happy.
Describe the execution
Implementation: An app was created that helps kids to learn spelling every time they open their phone. A kid unlocks the phone by tapping the correctly spelled word. For every correct answer A1 adds 1MB of free data to the users account.
Timeline: A 3 weeks long launch campaign trough google ads, PR and social media.
Placement: Google Play, Google ads, Facebook, Instagram
Scale: 25.000 EUR investment in app development and promotion.
List the results
Reach: 799.500 (26% of online population)
Paid impressions: 3.292.000
Engagement rate: 6.45%
Sales: 51.583 downloads in the first 3 weeks (1.26% of online population installed A1 Lappsus), Most popular app on Google Play in Croatia
Achievement against business targets: 5.16 times over set target (51.583 app installs vs 10.000 planned)
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