{"id":108,"date":"2017-12-29T06:47:57","date_gmt":"2017-12-29T06:47:57","guid":{"rendered":"http:\/\/tempestadvertising.com\/blog\/?p=108"},"modified":"2020-04-14T14:19:01","modified_gmt":"2020-04-14T14:19:01","slug":"happy-to-elevate","status":"publish","type":"post","link":"https:\/\/www.tempestadvertising.com\/casestudies\/happy-to-elevate\/","title":{"rendered":"Happy to elevate"},"content":{"rendered":"

David Ogilvy opined \u201cThe consumer isn’t a moron. She is your wife.\u201d – 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 \u201cElivio Happy Points\u201d campaign to substantiate that we still miss David Ogilvy.<\/p>\n

The Brand:<\/h5>\n

Elivio<\/a> is a “New-gen multi-tasking Family Cloud App\u201d 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. <\/p>\n

The Backdrop:<\/h5>\n

Inspite of having such holistic app features, it failed to get good downloads. Those few who downloaded it soon became passive. <\/p>\n

The Order:<\/h5>\n

The client said \u201cdecent number of new app downloads as past users are getting dormant.\u201d <\/p>\n

The Starters:<\/h5>\n

We didn\u2019t rush to ideate the campaign. We put on the Ogilvy\u2019s consumer\u2019s 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 \u201cuser interface\u201d & \u201cuser experience\u201d 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.
\nWe asked the client for the needful corrections with the app while we started brain storming amid excellent tea by Jayasuria. <\/p>\n

Tempest Insight:<\/h5>\n
    \n
  • <\/i><\/span>\n

    Never completely rely on the brand narration by the brand manager\/Client. Counter check its credentials like a consumer.<\/p>\n

  • <\/i><\/span>\n

    You may sell once, but cannot forever trick the consumer into buying products with inherent flaws.<\/p>\n

  • \n<\/ul>\n
    Elivio Campaign Idea:<\/h5>\n

    ELIVIO HAPPY POINTS: A FAMILY THAT APPS TOGETHER\u2026WINS TOGETHER
    \nWe 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.
    \nWe named it \u201cHappy Points\u201d as the sole motto was to make the viewer happy viewing the post with tempting \u201chappy prizes\u201d for active participation. So it was a \u201cdownload the app- use important app features \u2013 each family member\u2019s usage added to the family final total- Top” 3 point scorers win.”
    \nAgreed 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. <\/p>\n

    Campaign Results:<\/h5>\n

    We would let the campaign result do all the talking.<\/p>\n

    New App Install:<\/h5>\n

    342 + (highest download per campaign)<\/p>\n

    APP\u2019s Feature Wise Results:<\/h4>\n

    Health Management:<\/h5>\n

    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.<\/p>\n

    Finance Management:<\/h5>\n

    Once neglected, it has 23+ active users who have recorded 26+ financial activities.<\/p>\n

    Home Management:<\/h5>\n

    It has roped in 84+ users who have recorded 590+ activities.<\/p>\n

    Album Management:<\/h5>\n

    Once sparsely used, this app feature now has 60+ active participants with more than 48921+ activities.<\/p>\n

    Add Family:<\/h5>\n

    This feature attracted 354+ users with 383+ activities. <\/p>\n

    Tempest\u2019s Return Gift For Reading This Blog:<\/h5>\n

    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.<\/p>\n","protected":false},"excerpt":{"rendered":"

    David Ogilvy opined \u201cThe consumer isn’t a moron. She is your wife.\u201d – David Ogilvy, Confessions of an Advertising Man. 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