2017 Winners & Shortlists

LITTLE CHORTI

Short List
BrandOILIBYA
Product/ServiceMOBILE APP
EntrantMEMAC OGILVY LABEL Tunis , TUNISIA
CategoryUse of Technology
Idea Creation MEMAC OGILVY LABEL Tunis, TUNISIA
Idea Creation 2 MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Additional Company INNOV8 Tunis, TUNISIA
Additional Company 2 PIXELS TRADE Tunis, TUNISIA

The Campaign

The first ever mobile app that enables children to remotly monitor their parent’s speed when they are on the road. The app links both, the child and the parent phones and notifies the child everytime his relative exeeds the authorized speed limitation.When the child recieves the notification, he would be able to record a voice message that can be played immediatly on his parent’s sounds system.

Creative Execution

The operation was based on two phases; 1- Promote the app at different places where the target can be exposed. 2- Establishing a viral campaign through social medias by promoting the app URL.

42% of users who downloaded the app,use it on a daily basis. More than 193,000 messages sent until now.

Through the use of technology we use the mobile app as a media that allow direct interaction between Childs and their parent. Even the parents are on the road they can directly receive messages from their child when they exceeds speed limitation.

Insights, Strategy and the Idea

We targeted directly the child knowing the fact that they have the only power that can change the situation. Our approach was based on a simple call to action : let your child watch over you. "slow down"

Credits

Name Company Role
Yassine Boughaba Memac Ogilvy Label Creative Director
Mustapha Boussabat Memac Ogilvy Label Head of Digital
Amin Khelil Memac Ogilvy Label Art Director
Sofiene El Kebir Memac Ogilvy Label Strategic Planner
Mehdi Elmonastiri Memac Ogilvy Label Copywriter
Manel Mourali Memac Ogilvy Label Account Director
Ines StaSfaxi Memac Ogilvy Label Account Manager
Links
Application URL   |   Additional URL