Results and Effectiveness

Hyper launched 'Weather to Wake' in late July, 2013 as a 'soft launch' on the AppStore. Our planned launch – using Hyper’s online channels and customer base, as well as PR to leading outdoor and technology blogs – is currently in the planning stage. Prior to this launch, it is simply too early to properly assess results.

Creative Execution

With most of these activities having an inherently social component – we knew it would be natural for our audience to spread the app among their fellow players and groups. So instead of burning budget on paid promotion, we invested in outstanding functionality and user experience – and used Hyper's online properties as the app’s primary launch pad – with friend-get-friend being the channel that would create ongoing downloads. And to maximize this channel, we’ve made the choice to share an alarm with playing buddies – via email, SMS or Facebook – a standard step in the alarm process. This will put the app in front of hundreds of thousands of potential users, with a paid media budget of $0.

Insights, Strategy and the Idea

Hyperride.co.nz - New Zealand's leading action sports site – briefed us to increase their everyday relevance to active, outdoor New Zealanders. So we found an insight. Kiwis love the outdoors. And we get up at all hours, to do the things we love. But as a small island above the Southern Ocean, we've got some of the world's most changeable weather. And nothing’s worse than getting out of bed, only to find that conditions have turned bad overnight. We decided to solve this problem – with a unique new service. ‘Weather to Wake’ is a mobile alarm clock that only sounds, when the weather’s worth getting up for. You select the activity – golf, skiing, cycling, surfing or more – and the, time, place, and conditions you want. The app wakes before you, and checks conditions against your preferences. If they’re right, you’re woken. If not, you sleep in.