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.
Having never built a global brand, Generali has an intricate web of partners, involving disparate agencies in local markets, delivering their own creative and production. The result was marketin...
Gillette: Cost of Winning
Nominated for a Sports Emmy, The Cost of Winning series premiered on HBO, followed by streaming on HBO Max, and quickly became the top performing sports title since the launch of HBO Max.
Harvard Pilgrim Healthcare
Dentsu health helped design and implement a go-to-market strategy with a best-in-class campaign that capitalizes on historical learnings, is grounded in data and analytics to inform key decision...
Foot Locker is always looking for new ways to innovate and improve the shopping experience for its customers. As a result, the brand asked dentsu gaming to integrate a new augmented reality feat...
Crayola Color Your World
Crayola need a unique campaign to emphasize their belief that every child has the power to create their place in the world by coloring themselves into it. Dentsu teams developed the strategy to ...
How do you break through the clutter and build momentum in a way that earns credit for reinvigorating the traditional PC ecosystem? With 15 micro-influencers creating a network effect across a ...
Multiple Myeloma Customer Centric Multi-Channel Campaign
American Multi-Brand Pharmaceutical Company Increases Oncological Growth Potential by Combining Personal and Digital Promotional Strategies
Myeloid Leukemia Multi-Channel Campaign
An American multi-brand pharmaceutical manufacturer needed to re-position as the brand of choice for Myeloid Leukemia therapy, increase NRx and maintain and protect existing Rx.
Cancer Treatments Pharmaceutical Manufacturer
A pharmaceutical corporation specialized in the manufacturing of cancer and immunology drugs needed to design a program to support the launch of its key multiple myeloma (MM) treatment product. ...
Season of the #Whiff
Dentsu was given the opportunity to highlight Head & Shoulders’ partnership with MLB through a creative solution inspired by its brand positioning.
U.S. Pharmaceutical Manufacturer
From a diagnostic and descriptive analysis approach, the solution evolved into a robust advanced analytics omnichannel measurement framework that was proactive and prescriptive in nature.
A Top Ten Global Pharmaceutical Company
This dentsu health client recognized the need for a new go-to-market process as well as organizational change management to leverage its technology investments.
Ascensia Diabetes Care
Diabetes management is experiencing a deep industry transformation through technology, innovation and digitalization of the patient journey through services like telehealth and digital pharmacie...
Sprint: Smack that Talks Back
Meet La Futbolera, the smack-talking granny who ignited the competitive spirit of US Latino soccer fans while creating a fun, long-lasting exchange with Sprint.
Copa Airlines: Sube La Marea
Promoting Copa’s generous sponsorship of the Panamanian national football team amid the excitement of their first World Cup invitation, required a big, cultural display of patriotism. What bette...
Avocados From Mexico: Cook from the heart with Thalia
Cocina para el Corazón with Thalia, a first of its kind celebrity-personifying dialog system that challenges prospective users to a 30-day one-to-one cook-off.
ViiV Healthcare: Delivering Unique Customer Journeys
With the amount of digital noise that physicians hear every day, ViiV needed a comprehensive and impactful solution that could target a smaller audience. The team wanted to identify those key mo...
Using the power of visual AI, 360i and Kroger created Chefbot to reduce food waste by helping people make the most of the food they have on hand, during a time when home cooking is on the rise.
Mastercard: True Name
For millions of transgender individuals, their card is a constant reminder that they are not accepted. To have a continued, meaningful presence, Mastercard needed to do something the financial c...
OREO: Proud Parent
Motivated by a shared mission to spark family connections, OREO and PFLAG joined forces to create Proud Parent, a long-term campaign celebrating proud parents, fostering inclusivity, and champio...