UNACEM: Life Signal

Credits & Description:

Agency: Circus Grey
Brand: Unacem
Country: Peru
Advertising Agency: Circus Grey, Lima
Entrant Company: Circus Grey, Lima
Media Agency: Circus Grey, Lima
Pr Agency: Circus Grey, Lima
Production Company: Picnic, Lima
Additional Company: Unacem, Lima
Art Director: Giancarlo Rodas (Circus Grey)
Art Director: Francisco Valenzuela (Circus Grey)
Agency Producer: Gabriel Cano (Circus Grey)
Copywriter: Nicolas Soto (Circus Grey)
Executive Producer: Fiorella Casanova (Sangre)
Copywriter: Gonzalo Aste (Circus Grey)
Editor: Jose Pacheco (Circus Grey)
Art Director: Kenny Hernandez (Circus Grey)
Operations Director: Rosario Malaga (Circus Grey)
Sound Studio: Alvaro Zevallos (Audiopost)
Creative Director: Celso Zelaya (Circus Grey)
Copywriter: Daniel De La Flor (Circus Grey)
Executive Creative Director: Emiliano Gonzalez De Pietri (Circus Grey)
Chief Creative Officer: Juan Carlos Gomez De La Torre (Circus Grey)
Director: Toño Sarria (Sangre)
Creative Director: Charlie Tolmos (Circus Grey)
Post Production: Gaspar Salazar (Makaco)
Developer: Hugo Campodonico (Picnic)
Account Director: Nicole Woodman (Circus Grey)
Campaign Description:
We wanted to give a solution to this problem and minimize the death rate in cases of natural disasters.We understand that if people could know the location of their relatives in the exact moment of the earthquake we can minimize chaos and the kind of rushed decisions that costs lives.So we realized that we must create a tool that everyone can have for free and that works when anything else does. We needed something that works when communications collapse and goes down.Thats why we created an App that works when anything else does.Life Signal is a free App that tell you the location of your relatives and close ones when a natural disaster occurs and communications goes down without using Internet.
Outcome:
Everybody can download the App for free in the Apple and the Android stores.Its an idea created in Peru but it works worldwide.It was lunched with a Press Conference and a video presentation of the idea was aired in youtube and social media, it went viral nationwide really quick.With this solution for earthquakes the response was amazing.23% of all peruvian population downloaded the App.The App its absolutely free so the business impact its not important in this case but what its really important is the change of behavior, now more than 5 million peruvians live waiting for the big one but prepared to react in a most organized fashion avoiding the kind of rushed decisions that cost lives.
Synopsis:
Peru is a country that is located in one of the most seismic regions in the world. People here is afraid waiting for the next big one.Its known that after an earthquake the cause of the most quantity of victims are chaos and people going to the streets seeking for their relatives.The collapse of communications only stress the situation with fear and chaos.
Execution:
The data interpretation in this idea is the key fact.Without managing the data of all the members of every safety group it would be absolutely impossible to save peoples lives in this kind of situations.We understand that its extremely important to have the correct data gathering every five minutes to make things happen.Then we give every user the opportunity to interpret data in their own phone. The journey in this case is incredible.People get all the data they need without knowing it.Then when a disaster occurs all that data appears in front of their eyes immediately.The implementation is really simple using an already existing GPS technology that its not new but the innovation is the different use we give to it.
Strategy:
We realized that the use of data is absolutely important to give a solution to this problem.How?Easy.If people could know their relatives location after the natural disaster we could minimize the stress and chaos.Without all the chaos the dead rate would dropped considerably.So, we created an App that run in the background of your smartphone that allowed you to create a safe group we your loved ones.Then it tracks your relatives location with GPS Geo Locatization Technology and updated it every five minutes.When an Earthquake hits and all Communications collapse, the App give you an instant notification with the last location of everyone in the exactly moment that signal goes down.After that the logarithm selects the optimal assembly point from a list of locations approved by the peruvian emergency agency directing all members to the same evacuation site.