Boondoggle: WINTER WAKE-UP APP

Credits & Description:

Category: Internal Communications

Advertiser: BOONDOGGLE

Product/Service: WINTER WAKE-UP APP

Agency: BOONDOGGLE

Chief Operating Officer: Werner Camps (Boondoggle)

Creative Directors: Stef Selfslagh/Hans/Raoul (Boondoggle)

Creatives: 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)

Developer for Android: Bart Geukens (Boondoggle)

Development for iOS: Carnation (Carnation)

Sound Effects: Raf De Braekeleer (Cobra Radio Brewery)

Media placement: Digital PR - International websites & blogs: Techcrunch, Business Insider, Time Magazine, etc. - 16/12/2011

Media placement: Consumer PR - National radio station: radio1 - 15/12/2011



Summary of the Campaign

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, Boondoggle employees sometimes arrive late to work when the weather gets heavy in winter. So we thought we would look for a solution to solve this annual problem.



Advertising agency, Boondoggle, 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.



The Winter Wake-Up app has been a success. So far, more than 35,000 people have downloaded the app. A lot, considering no advertising campaign was used to launch it. The app got spread through articles wrote by the daily press and fans spreading the word on Twitter.



The Situation

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, employees of advertising agency Boondoggle sometimes arrive late to work when the weather gets heavy in winter. So we thought we would look for a solution to solve this annual problem.



The Goal

We wanted the Boondoggle employees to arrive in time during the winter. And we made our solution available for everyone so other companies could use it as well to help their employees.



The Strategy

Advertising agency, Boondoggle, created an app that will give you more time to remove snow and ice from your car and still get to work on time. We didn’t launch the app with an advertising campaign. We figured, since the App is a smart solution for a very common problem, PR should do the trick.



Execution

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.



The Winter Wake-Up app has been a success. In only a few weeks, more than 35,000 people have downloaded the app.



Documented 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.