The Campaign

Neck Check by Digi is an app that forces the crucial habit of keeping phones and necks upright. Using the phone’s gyroscope, the app tracks the tilt angle. Any tilt more than 20 degrees will totally disengage the phone. A reminder to hold it up will appear and takeover the screen. Once the phone is held upright, the activity on the phone will resume. The app runs in the background and is password protected to prevent kids from deactivating it.

Creative Execution

On the 21st of May, it became available on Google Play Store as a beta release. Before the official launch, Digi wanted to test the organic response to the app and ensure that it delivered on its promise. On the 13th of August, Digi soft launched the app. Digi plans to officially launch the app after 6 months of testing.

With minimal media spend and no official launch campaign: The app became the No.1 app on Google Play’s Parenting chart after 2 days of the soft launch 10 out of 10 parents interviewed said that they would download the app 41.8% returning users since app release on Google Play Store 67% of users have not turned off the app since launching it on their device 265,004 views on YouTube Neck Check introduction video within a month 10 out of 10 kids held their devices upright for 2 hours in a live test

Malaysian children as young as 2 years old are glued to their phones for at least 6 hours a day. So, we want to talk to young parents. They are already aware of the risk of text neck. However, restricting their kids from using a device is near impossible as schools now use it as part of the curriculum. So instead of preaching the cause, Digi put the solution in their hands. With this app, they can allow their children to be on their devices without having to constantly hover and remind them to sit upright.