David Ogilvy opined “The consumer isn’t a moron. She is your wife.” – David Ogilvy, Confessions of an Advertising Man. Many agencies must have read the above quote, but we read it many times to remember. We present you the case of “Elivio Happy Points” campaign to substantiate that we still miss David Ogilvy.

The Brand:

Elivio is a “New-gen multi-tasking Family Cloud App” empowering users to smart-manage their health wellness, diagnostic services at home, personal finance management, utility bills payment, family calendar, home management, memories and more.

The Backdrop:

Inspite of having such holistic app features, it failed to get good downloads. Those few who downloaded it soon became passive.

The Order:

The client said “decent number of new app downloads as past users are getting dormant.”

The Starters:

We didn’t rush to ideate the campaign. We put on the Ogilvy’s consumer’s learning to use. We simply downloaded the app and started using it ourselves for a week. Much to our horror, we mined out a couple of drawbacks, good enough reasons not to use the app regularly. The problem was that: 1) the overall “user interface” & “user experience” was not really great. 2) There were far too many app functions and it was difficult to remember the category to which each function belonged.
We asked the client for the needful corrections with the app while we started brain storming amid excellent tea by Jayasuria.

Tempest Insight:

• Never completely rely on the brand narration by the brand manager/Client. Counter check its credentials like a consumer.

• You may sell once, but cannot forever trick the consumer into buying products with inherent flaws.

Elivio Campaign Idea:

ELIVIO HAPPY POINTS: A FAMILY THAT APPS TOGETHER…WINS TOGETHER
We were very clear that we would involve all the family members to participate. It would be some kind of easy contest with 3 months of ample time to understand the app features. We pinpointed only 5 main functions of the app to focus and created an exciting story-based point collection contest.
We named it “Happy Points” as the sole motto was to make the viewer happy viewing the post with tempting “happy prizes” for active participation. So it was a “download the app- use important app features – each family member’s usage added to the family final total- Top” 3 point scorers win.”
Agreed that the format is old but we decided to make the contest very colourful, visually engaging and the contest rules simple. No high funda terms & conditions, no gimmick with really good prizes.

Campaign Results:

We would let the campaign result do all the talking.

New App Install:

342 + (highest download per campaign)

APP’s Feature Wise Results:

Health Management:

For elivio, earlier this app feature really slogged getting users. The client is happy as 84+ active users have recorded 400+ activities in less than 90 days.

Finance Management:

Once neglected, it has 23+ active users who have recorded 26+ financial activities.

Home Management:

It has roped in 84+ users who have recorded 590+ activities.

Album Management:

Once sparsely used, this app feature now has 60+ active participants with more than 48921+ activities.

Add Family:

This feature attracted 354+ users with 383+ activities.

Tempest’s Return Gift For Reading This Blog:

A consumer is indeed not a FOOL. They may need an initial hand-holding push. If your product has genuine merit, then Tempest like strategized campaign can make your cash register ringing.