CITY CHAIN: FORGETMENOT!

Credits & Description:

Category: Best Use of Mobile Devices

Advertiser: CITY CHAIN

Product/Service: IPHONE APP

Agency: JWT HONG KONG

Agency: XM HONG KONG

Date of First Appearance: Apr 29 2011

Entrant Company: JWT HONG KONG, HONG KONG

Entry URL: http://www.awardmaterials.com/forgetmenot/

Deputy Executive Creative Director: Charles Wong (JWT)

Group Creative Director: Frankie Fung (JWT)

Associate Creative Director: Charlene Chua (JWT)

Copywriter: Robert Chen (JWT)

Associate Creative Director: Cherry Wong (JWT)

Associate Art Director: Nathan Hau (JWT)

Associate Art Director: Rock So (JWT)

Creative Director: Tung Munhoe

Designer: Karen Li

Production Assistant: Chu Ka Tung (JWT)

Media placement: iPhone App - Apple App Store - 29 April 2011



Insights, Strategy & the Idea

People around the world are working longer hours. As a result, we have less time to spend with our loved ones. Against this background, SOLVIL ET TITUS wanted to create a tool that not only reminded people not to neglect their loved ones, but that could also encourage us to spend more time nurturing our relationships. Taking inspiration from our brand platform ‘Time is Love’, we created the ForgetMeNot! iPhone app.



Creative Execution

ForgetMeNot! is an iPhone utility app targeted at young men and women that tracks, quantifies and rewards the time we spend with our loved ones. You and your partner simply download the app and sync your phones, and ForgetMeNot! automatically starts detecting and triggering a timer that calculates how much time you spend together or apart.



The app automatically:

1. Tracks Time Spent Together.

2. Tracks Time Spent Apart.

3. Notifies You if You Have Been Neglecting Someone.

4. Tracks Your Accumulated Time Together (all the times you have spent together).

5. Unlocks Rewards when you Achieve Love Milestones.



Results and Effectiveness

The app was released into the Apple app store in April 2011.