The Campaign

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?

The Brief

Insight Some things are just better when done with others We designed an app called the "Group Alarm", an alarm which stops ringing only when everyone has woken up Step 1: Set your alarm. Step 2: Find friends with the same wake-up time and form a team. Step 3: 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.

Results

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.

Execution

Insight Some things are just better when done with others We designed an app called the "Group Alarm", an alarm which stops ringing only when everyone has woken up Step 1: Set your alarm. Step 2: Find friends with the same wake-up time and form a team. Step 3: 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.

The Situation

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?

The Strategy

We designed an app called the "Group Alarm", an alarm which stops ringing only when everyone has woken up