address searches using the app
app downloads in the first week
downloaded app two weeks after launch
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.
The strategy employed was disruptive to highlight the problem before we drove awareness of the solution, educated for understanding, drove downloads and promoted usage through a 360 degree campaign.
We 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.
Our teaser campaign was a smart use of a kids game of tag locally known as “Jack, where are you?” We had 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 we launched GhanaPostGPS on Facebook Live and the next day we rolled out the main campaign to create awareness, educate and drive downloads of the app.
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.
Isobar: Retail Transformation
mcgarrybowen: The Fading Font
Creating awareness around the symptoms of Alzheimer’s through a specially designed font that was free for public use.
Driving transactions with Mondelez through a digitalised check-out counter experience.
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.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
dentsu X: Disney Studios
A social commerce campaign using chatbot technology via Facebook Messenger to reach a wider audience and drive conversions for Disney Studios.
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health, featuring an Instagram gallery of 12 men who shared photos of themselves on social media looking like the pi...
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.
Grip: It Takes Balls
Engaging audiences with the the bilingual campaign originated from one key insight: young men generally do not talk to their doctor about their testicular health until it's too late because they...
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 o...
BC&F Dentsu: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong as it’s rarely dramatic at all. This campaign by Barnes, Catmur & Friends in New Zealand drew attent...
Dentsu Aegis Network: Coca-Cola
Leveraging augmented reality, data, rewards and media traffic with Alipay to create Chinese New Year magic for families in China.
Taproot Dentsu: adidas
An ode to all the para-athletes across the world.
An in-store activation using neuroscience technology, helping shoppers decide what to buy.
Fetch: The Telegraph
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Dentsu Aegis Network: KFC
KFC has been in China for decades and needed to re-invent itself to win young consumers back and grow the business.
John Brown Novus: Starwood
A data-driven, mobile-first, travel and lifestyle content hub that puts our Intelligent Content model into action.
Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.
BWM Dentsu: Qantas
Activating new business in the USA by helping more Americans travel to Australia with Qantas, by giving them a free passport.