CRAZY GROUP ALARM

TitleCRAZY GROUP ALARM
BrandYILI MILK
Product / ServiceGULIDUO MILK
CategoryA02. Mobile Applications and other Downloadable Tools
EntrantCHEIL OPENTIDE Beijing, CHINA
Entrant Company CHEIL OPENTIDE Beijing, CHINA
Advertising Agency CHEIL OPENTIDE Beijing, CHINA

Credits

Name Company Position
Yali He Cheil Opentide Project Manager
Orea Yang Cheil Opentide Media Director
Hua Wei Cheil Opentide Account Director
Willam Zhou Cheil Opentide Programmer
Eric Han Cheil Opentide It Director
Zafir Li Cheil Opentide Html5 Programmer
Peng Yu Cheil Opentide Flash Programmer
Suyuan Li Cheil Opentide Flash Designer
Alex Liu Cheil Opentide Flash Designer
Eric Song Cheil Opentide Flash Director
Kamph Cheil Opentide Copy Writer
Xiao Tong Qin Cheil Opentide Senior Art Director
Rockblue Yang Cheil Opentide Associate Creative Director
Pantera Cheng Cheil Opentide Creative Director
Kimmy Liu Cheil Opentide Group Creative Director

Brief Explanation

Challenge: In 2013, Guliduo wanted to incorporate “start the day in a good way” into their brand communications. However, today's over-worked, stressed-out, urban youth usually get up late and skip breakfast. With this group as the target customer, how could Guliduo help encourage better morning habits? Insight Some things are just better when done with others Creative We designed an app called the "Group Alarm", an alarm which stops ringing only when everyone has woken up Execution Step 1: Set your alarm. Step 2: Find friends with the same wake-up time and form a team. Step 3: Only when all members have yelled into their phones will the alarm stop. Members of successful groups win a free milk product. Otherwise, the alarm keeps blaring. Guliduo rewards all teams that successfully wake up. What’s more, each member of a successful group can get a free milk using a special barcode. Result Through this campaign, Guliduo has made getting up early into a fun, interactive, and social activity. Many young people have downloaded this app and created alarm groups, and many more continue to do so. The campaign has been forwarded more than one million times on Weibo (China’s Twitter). “Getting up together,” “breakfast together,” and other related topics have all trended upwards, and are generating lots of great stories and content from participants. Finally, the campaign has established positive associations between friendship, productivity, health, and the Guliduo brand.

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