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 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.
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.
Disrupting online search results to raise awareness about...
SDG3 target 3.4: by 2030, reduce by one third premature m...
India is the suicide capital of the world. Around 135,000 Indians commit suicide every year, with suicide ranking as the most common cause of death for the age group of 15–39 years. Despite thes...
The Story Lab: Street Stars
Our challenge was clear: To show our clients and media owners that we can attract and therefore monetise the attention of an extremely valuable audience.
For a digital start-up to compete, IndieFin had to rise above the noise and attract leads in a category people usually dread. IndieFin had the tough task of getting a young, digital-savvy genera...
Pre-register for our 2019 Digital Society Index
dentsumcgarrybowen: 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: Sberbank
dentsu X used outdoor ads and unique online banners to drive applications for small business loans and provide communities with the services and shops needed in their area.
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.
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health.
dentsumcgarrybowen: 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.
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.
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.
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.
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.
Activating new business in the USA by helping more Americans travel to Australia with Qantas, by giving them a free passport.
Isobar: Enterprise Rent-A-Car
To provide a total mobility solution to consumers, Enterp...
Accordant: Kayo Sports
Kayo engaged Accordant to support them in planning, implementing and operationalizing the Adobe Experience Cloud, their marketing product suite of choice.