| Title | ALWAYS BACKMEAPP |
| Brand | PROCTER & GAMBLE |
| Product/Service | ALWAYS FEMININE CARE |
| Category |
A01. Activation by Location or Proximity |
|
Entrant Company
|
LEO BURNETT ITALY Milan, ITALY
|
|
Advertising Agency
|
LEO BURNETT ITALY Milan, ITALY
|
|
Production Company
|
FABBRICA VIRALI Milan, ITALY
|
Credits
| Francesco Bozza |
Leo Burnett Co. Milan Italy |
Executive Creative Director |
| Alessandro Antonini |
Leo Burnett Co. Milan Italy |
Executive Creative Director |
| Anna Meneguzzo |
Leo Burnett Co. Milan Italy |
Creative Director |
| Sara Rosset |
Leo Burnett Co. Milan Italy |
Copywriter |
| Andrea Muccioli |
Leo Burnett Co. Milan Italy |
Art Director |
| Joelle Rizk |
Leo Burnett Co. Milan Italy |
Client Service Director |
| Eleni Charakleia |
Leo Burnett Uk |
Account Director |
| Valentina Panzera |
Leo Burnett Uk |
Account Manager |
| Veronica Mengoli |
Fabbricavirali |
Director |
| Carlo Clerici |
Fabbricavirali |
Executive Producer |
| Laura Fappiano |
Leo Burnett Co. Milan Italy |
Agency Producer |
| Omri Argaman |
Moblin - Web Development Company |
Ceo |
| Daniel Fichs |
Moblin - Web Development Company |
Senior Project Manager |
| Yair Yaskerovitch |
Moblin - Web Development Company |
Director Global Media Dept. |
| Samuele Schiavo |
Fabbricavirali |
Editor |
| Jacek Chrusciany |
Performance Media Warsaw |
Ceo |
| Krzysztof Belcarz |
Performance Media Warsaw |
Head Of Social Media Dept. |
| Cecylia Kundera |
Performance Media Warsaw |
Digital Project Manager |
Creative Execution
Please provide a clear description of how the mobile app/website/ad/messaging campaign etc. was
implemented.
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
Insight, Strategy, and the Idea
What were the business, marketing and objectives that lay behind the mobile case? Describe how
the mobile campaign/entry was launched and implemented across each channel/platform.
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.