Target Audience (TA): women across ages /Core TA: teens & young women (13-40 y.o.)

Direct is the kingdom of personal messages: we, the brand of women protection par excellence, went beyond the message and offered a personal protection service, reframing the brand in women eyes. Women responded massively to this act.

All a woman needs to do is set the path she will be walking & ask a friend to “accompany” her from afar by watching over this path. If she deviates from her path or stays put for more than 2’, the friend gets notified that something might be wrong and can act. The two can stay constantly connected. On the other hand, once she arrives safely to destination, the friend is notified too and they both close the session. An online video was produced to created awareness for this service and launched on YouTube and Facebook.

Results in Israel since launch on February 19, 2015 has:

- Downloads of the app: 305M – 50% reach of TA (girls & women 13-34) with 3M unique users daily

- Video views: 315M – 52% reach of TA (women 13-34) ? (English master version): https://www.youtube.com/watch?v=4dqfZ6LwmV4

- FB unique people reached (past 3 weeks): 622M – 75% reach of TA (girls & women 13-40)

- Bloggers & influencers: more than 500 posts on Instagram, fb & blogs from influencers that brought +1MM impressions

- 1 TV morning show coverage on leading IL channel

- 2 articles on #1 & #2 news websites in the market

Background: Research in Israel shows that 9 out of 10 women are afraid when walking alone at night.

Idea: Always believes that all women should feel confident to live their lives to the full and for this purpose, we introduced “BackMeApp” (BMA) for the first time globally in Israel. BMA is an app service that allows your friend to monitor you while going back home late at night, like your own “guardian angel”. This app service is relevant for women across all ages and a powerful PR campaign was needed to raise broad awareness (online & offline) for the launch.