The most important day is every day
Context
We all want to do more with our lives and make hundreds of resolutions each year but then we get caught up in our daily routines and most of our plans never leave the paper. How can we encourage people to actually do all the things that will improve their lifestyle?
Idea
Introducing Big Day Today – the mobile app that challenges people to do something BIG each day, for 30 days, in order to step outside their routine and start every day on the plus. Examples of challenges: take the stairs, change your route to work, dance like nobody’s watching, try a different outfit today, eat something new etc.
Solution
We launched the mobile app through a Morning Party, on the 7th of September, at 7 o'clock a.m, with smoothies, healthy snacks, energising music and workout dances. All meant to help people overcome their limits.
We brought the app into the street through an activation. We gave the big phone a voice. Literally, through a mock-up of our phone in the crowded University Square. The voice coming from the phone invited people to accept our challenges on the spot and to download the app to continue the process of improving their lifestyle.
Results
- Exceeded expected download KPI with 23% (from 9000 to 11000 downloads)
- Increased online search volume with 40%
- 42% conversation rate in the app
- 64.5% users used the app from a Samsung device and 35.5% from other Android devices, turning our app into a lead generator
