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Project Overview
As part of a wider Vegemite campaign for the Olympics, JWT proposed a fun and engaging Mobile App solution for Australian lovers of both sport and Vegemite. As most of the London Games sports action was in the early hours of the morning an App was built that would act as a branded alarm clock for people to wake up with a phone call from either Dave Hughes or Laurie Lawrence telling them to get up and support a particular event.
Project Commissioner
Project Creator
Team
Daniel Bowden - Mobile Tech Lead, Andy Lee - Digital Operations Mgr., Patrick Cheah - Digital Designer, Daniel Kew - Digital Producer, Rhys Arnott - Snr. Account Mgr., Yann Piot - Project Manager, Mohsin Mansur - Android Developer, Runshu Yu - Android Developer, Jim Ritchie – Creative Director, Rob Beamish – Creative Director, Sherry Harvey – Production Manager
Richard Muntz – Executive Creative Director
Project Brief
Wake Up & Smell the Vegemite – Free Wake-Up Call Service for Patriotic Aussies.
The App was a challenge to produce as it required building features into a Native App platform environment that needed to satisfy the developer guidelines, especially Apple. The App needed to offer the user an intuitive UI design that also had good value as a Olympic tool that was also fun to use and informative, while maintaining the brand message.
The App had to also be produced on two platforms (iOS & Android), and meet very tight deadlines, (the Olympics was not going to wait). The campaign strategy was multi-channel across all media TV, Radio, In-store, product, Web, Social and of course Mobile.
Features:
· Book your wake-up call by time or event.
· Comprehensive event list and schedule.
· Keep tabs on all the latest events with the app’s live news feed.
· Follow Australia’s march to glory in the medal’s table – (featuring the top five placed countries plus Australia.)
· Wake-up call still works when phone is locked.
Project Innovation / Need
The way the “wake-up call function” works is quite unique and requires careful thought in relation to Apple acceptance as a suitable App. The technology used is called “Local Notification”, so that the App will wake the phone up even if the App is not running. This is very unique across Apps.
The App is also integrated to AOC data feeds via RSS (Real Simple Syndication) a standard communication protocol for the medal tally and News.
User Experience
The user is always paramount when designing Apps and therefore you start with the question Who is the user? In this case it is hugely vast. While maintaining the branding and offering an intuitive UI is the key, simplicity has to be maintained with navigation.
Project Marketing
The campaign strategy was multi-channel across all media TV, Radio, In-store, product, Web, Social and of course Mobile. Special submission were made for each App Store inc. Samsung (an official Olympic sponsor),Google Play and various App review sites.
Viral is always the best method for App marketing and this was handled well via the various Social platforms, (see above).
Best use of Mobile in Marketing
This category recognises the best use of mobile incorporated in a wider marketing campaign.
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