Title | CRAZY GROUP ALARM |
Brand | YILI MILK |
Product / Service | GULIDUO MILK |
Category | A02. Mobile Applications and other Downloadable Tools |
Entrant | CHEIL OPENTIDE Beijing, CHINA |
Entrant Company | CHEIL OPENTIDE Beijing, CHINA |
Advertising Agency | CHEIL OPENTIDE Beijing, CHINA |
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 |
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.