0
address searches using the app
0
app downloads in the first week
0
downloaded app two weeks after launch
Challenge
Ghana Post was seen as an old and inefficient government institution, just for posting letters. It had lost trust with the people. As a result there was very low awareness of other services they provide and business was going to competition who were seen as more progressive and efficient.
Ghana Post needed to change this perception plus introduce their latest innovation the GhanaPostGPS, the National Digital Property Addressing System app. However, the idea of a digital addressing system was still novel in Ghana. People had become comfortable with the status quo and resigned themselves to giving directions using landmarks.
With Smartphone adoption at 27% and mobile internet penetration at 45% (Oct. 2017 GSM Association report) we needed to get this connected audience to accept GhanaPostGPS quickly and become the advocates to driving a new smart economy.
Solution
The strategy employed was disruptive to highlight the problem before driving awareness of the solution, educating for understanding, driving downloads and promoting usage through a 360 degree campaign.
Vizeum engineered conversations using three of the most popular morning show hosts on major media networks. Their task was to bring up the pain points of poor addressing in Ghana and the benefits of a robust and accurate addressing system.
The teaser campaign was a smart use of a kids game of tag locally known as “Jack, where are you?” Vizeum positioned cutouts of a character looking for ‘Jack’ at every major intersection in Accra and Kumasi and on TV at prime time, online, radio and in newspapers.
At the height of the buzz Vizeum launched GhanaPostGPS on Facebook Live and the next day rolled out the main campaign to create awareness, educate and drive downloads of the app.
Result
Over 170,000 downloads in first week.
#DigitalAddressSystem trended on week of launch.
Over 330,000 watched Facebook Live launch event.
No. 1 downloaded app 2 weeks after launch.
Over 350,000 downloads end campaign vs target of 300,000.
82% reach vs target of 80%.
3.8 million address searches through the app.
Increased revenue from 7 % to 20% end 2017.
BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Vizeum: GhanaPostGPS
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
Isobar: Aeronaut
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health.
Isobar & Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action.
GoalKeepers17: Rallying around Global Goals
As part of the UN's Common Ground initiative, all of its members have committed to raise awareness of its Sustainable Development Goals amongst businesses and consumers.
BC&F Dentsu: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong. This campaign drew attention to the subtle warning signs and actually saved a life.
DENTSU CREATIVE (Isobar): General Motors
Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.
Fetch: Telegraph Media Group
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
iProspect: Eurostar
Driving conversion by establishing Eurostar as Europe's most-loved travel experience, using market-leading data strategy that would enable us to create real connections effectively.
BWM Dentsu: Qantas
Activating new business in the USA by helping more Americans travel to Australia with Qantas, by giving them a free passport.
360i: HBO
360i partnered with HBO to debut the network’s first full-scale voice skill with “Westworld: The Maze,” an immersive gaming skill allowing Westworld fans to go on their own quest for consciousne...
DENTSU CREATIVE (dentsuMB): Mothercare
#BodyProudMums took the bold step of smashing advertising and social media conventions. Instead, the reality of the postpartum body, in all its different glorious manifestations, is on display.
Carat: Arla
Activating positive sales and trust in Arla's product by using media channels to emotional and engage the audience.
DENTSU CREATIVE (Isobar): Jetstar
DENTSU CREATIVE (Isobar) helped reinvent how Jetstar operates as a business – from booking through to check-in and in-flight. Isobar rebuilt their eCommerce platform, keeping the customer at the...
360i: National Geographic
Using voice technology to democratize veterans’ access to mental healthcare.
Merkle: Aviva
A 300-year-old global financial services company rooted in heritage delivers phenomenal results by becoming agile and customer-led.
NBS & Posterscope: The Mosquito Killer Billboard
Together two Dentsu Aegis Network agencies combined forces to devise what might be one of the most innovative weapons against the virus: a billboard that not only raises awareness of neglected t...
Vizeum: E.ON
Through a brand stories content strategy Vizeum positioned E.ON as a purpose-led brand focused on energy supply, renewables and energy networks.