This entry is relevant to the Direct Marketing category for two central reasons. It’s built on a solution that not only requires a direct response in terms of sought effect from the communication ¬– i.e. downloading and using an app (a clear call-to-action), it also has an extended feature making it possible to create multiple direct responses while using the app. (The behavior we are seeking to generate happens while using our communicative tool.)
The problem that our solution tries to solve, which is getting people to drive according to speed limits, is a problem that commands a direct response from the target audience if there are to be any true effects. Our app is designed to do just that.
And by inviting people to contribute with geographical data of areas where they felt a child’s voice should be activated, people had a direct impact on the development of the application.
Creative Execution
Insurance rarely catches people’s interest. Therefore, our solution was relevant to If since it was a way of creating brand liking – the most instrumental factor when choosing insurance; we made communication revolving around something people truly care about. At the same time, it was a true contribution to solve the problem of speeding in child-dense areas.
Slow Down GPS was communicated through broad media, and PR was also an integral part of the campaign. The message about the underlying problem was clear and all units included a call-to-action (download Slow Down GPS). Campaign launch was carefully chosen to the time of school start after summer holidays. In the first version, locations for all schools and daycare centers in the Nordic region had been added to the app. Through crowdsourcing on If’s website, people were also able to suggest more locations where the voice should switch to a child’s voice.
Results
Insurance rarely catches people’s interest. Therefore, our solution was relevant to If since it was a way of creating brand liking – the most instrumental factor when choosing insurance; we made communication revolving around something people truly care about. At the same time, it was a true contribution to solve the problem of speeding in child-dense areas.
Slow Down GPS was communicated through broad media, and PR was also an integral part of the campaign. The message about the underlying problem was clear and all units included a call-to-action (download Slow Down GPS). Campaign launch was carefully chosen to the time of school start after summer holidays. In the first version, locations for all schools and daycare centers in the Nordic region had been added to the app. Through crowdsourcing on If’s website, people were also able to suggest more locations where the voice should switch to a child’s voice.