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BackMeApp by Always

headlinecnen
The new app that connects you with a friend afar, to protect you on your way home, just by synchronizing smartphones.
basics
Industry: Beauty & Health
Media:Cyber
Published:Feb., 2015
Market:Israel
Language:English
Style: Minimalism
descriptioncnen
Execution
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.
Outcome
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
Strategy
Always the feminine protection brand that empowers girls to be unstoppable and live life to their fullest potential, decided to rewrite the rules in women’s confidence through an act that fully embraces the brand’s purpose. In order to elevate protection to a higher order benefit and make it appealing to “her”, we created a tool about the ultimate confidence that only (mental) protection can give her. Every night, 3 billions of women go back home alone, 90% are afraid to walk alone, 40% admit having considered to take a self-defense course to boost their self-confidence. Common behavior is to usually call a friend or family while walking. (desk research).The idea is an app “BackMeApp” for women and girls that allows them to appoint a “guardian angel” to watch over them while going back home late so they feel confident again.
credit
Brand:
Agency:
Executive Creative Director:
Creative Director:
Copywriter:
Art Director:
Account Supervisor:
Account Manager:
Production Company:
Director:
Editing:
Other credit:Tv Producer: Laura Fappiano
Client Service Director: Joelle Rizk
Account Director: Eleni Charakleia
Director Global Media Dept.: Yair Yaskerovitch
Exec. Producer Fabbricavirali: Carlo Clerici
Tv Producer Agency: Laura Fappiano
Digital Project Leader: Cecylia Kundera
Senior Project Manager: Daniel Fichs
Head of Socail Media Dept.: Krzysztof Belcarz
CEO: Jacek Chrusciany
Client Service Director: Joelle Rizk
CEO: Omri Argaman
awards
Cannes Lions International Festival of Creativity 2015
Silver Mobile
Corporate Image & Communication
Cannes Lions International Festival of Creativity 2015
Shortlist Direct
Use of Mobile Marketing
Cannes Lions International Festival of Creativity 2015
Shortlist Direct
Fast Moving Consumer Goods
Cannes Lions International Festival of Creativity 2015
Shortlist Media
Use of Mobile Devices
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