Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: BOONDOGGLE
Product/Service: WINTER WAKE-UP APP
Agency: BOONDOGGLE
Chief Operating Officer: Werner Camps (Boondoggle)
Creative Directors: Stef Selfslagh/Hans/Raoul (Boondoggle)
Creative Team: Julie Vanderbeck/Matthew Lootens (Boondoggle)
Design Director: Jonas Verheijden (Boondoggle)
Account Director: Johan De Backer (Boondoggle)
Account Executive: Sven Houben (Boondoggle)
Project Manager: Dimitri Honlet (Boondoggle)
Development Android: Bart Geukens (Boondoggle)
Development IOS: Carnation (Carnation)
Sound Effects: Raf De Braekeleer (Cobra Radio Brewery)
Media placement: App - Mobile - November 2011
Describe the objective of the promotion.
Heavy snowfall and frost can slow down your morning. Removing the snow from your car and scratching the ice from your windshield is a nuisance. You don’t expect it and it takes time. As in other companies, our employees sometimes arrive late to work when the weather gets heavy in winter. We were looking for a solution to solve this annual problem.
Describe how the promotion developed from concept to implementation.
We created an app that will give you more time to remove snow and ice from your car and still get to work on time. During the night, the Winter Wake-Up app collects weather information based on your location. If there is a lot of snow or frost during the night, the app wakes you up earlier. How much earlier is something you decide for yourself.
If the weather is really too bad there’s an option to let you work on a Saturday instead of waking you up really early.
Explain why the method of promotion was most relevant to the product or service.
A lot of people wake up with the alarm clock of their smartphone. So we built an app that they could download for free and use immediately. The Boondoggle Winter Wake Up App is available for both iPhone and Android users.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The Winter Wake-Up app has been a success. So far, more than 35,000 people have downloaded the app. And what’s more, the app gained a lot of press coverage. Not only in the Belgian press, but also international media and blogs like Techcrunch, Business Insider and Time Magazine talked about the Winter Wake-up app.