THE NEXT MOVE by Big Spaceship, URBANDADDY for URBANDADDY

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THE NEXT MOVE

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Industry Advertising & Communication
Media Design & Branding
Market United States
Agency Big Spaceship
Agency URBANDADDY
Released May 2009

Credits & Description

Category: Other Digital Executions for Advertising and/or Promotion of Brands or Products
Advertiser: URBANDADDY
Product/Service: LIFESTYLE SITE
Agency: BIG SPACESHIP
Agency: URBANDADDY
Date of First Appearance: May 19 2009 12:00AM
Entrant Company: BIG SPACESHIP, New York, USA
Entry URL: http://209.18.81.146/spotlight/thenextmove/iphoneapp/
Agency: Big Spaceship (Big Spaceship)
Agency / Client: UrbanDaddy (UrbanDaddy)
Media placement: iPhone Application - iTunes app store - May 19, 2009 / Ongoing

Describe the challenges and key objectives
The market is full of mobile apps designed to help you find the right nightlife destination. Most of these try to be everything to everyone. They're pragmatic. With The Next Move, we took a targeted, narrative-based approach. Our goal was to provide an app for style-conscious individuals, men in particular, anxious to keep up on the restaurant and bar scene. One challenge we faced during the engagement was incorporating a paid automobile sponsorship into the application. We did so by building the vehicle (a new model convertible) into a lifestyle-oriented brand association, enhancing the sense of adventure inherent to UrbanDaddy.

Describe the brief from the client
UrbanDaddy (a lifestyle site for hip, upscale guys) is designed for guys who want to stay 'in the know.' They approached us to partner in creating an app that would help their audience forge the perfect plan for their day or evening to come. Our objective was to address the audience's desires with a tool that marries functionality with style, helping them decide on a destination and placing a premium on design.

Describe how you arrived at the final design
We adopted a holistic approach in our strategy, factoring in the who, what and where of one’s plans, not simply the end destination. It isn’t just about the restaurant or the neighborhood. The app considers cuisine, mood, company, and so on, reacting to an individual’s specific needs. Choices unfold through interchangeable sentence fragments. These fragments 'flip over' to reveal the story of the day or evening to come. We drew aesthetic inspiration from classic train station schedules that flip to reveal updated information. This updated take on a memorable look paired well with the UrbanDaddy brand and the target demographic.

Give some indication of how successful the outcome was in the market
The Next Move app listed in the top 25 Travel & Leisure apps in the iTunes app store. It became such a hit that it was chosen to appear in popular Apple iPhone television ads to demonstrate the convenience and use-friendliness of the iPhone (The Next Move screen appears at 0:22 in http://www.apple.com/iphone/gallery/ads/#dine-large and at 0:01 in http://www.apple.com/iphone/gallery/ads/#travel-large) and in several prominently-placed print ads on back covers of Entertainment Weekly and New York Magazine. Esquire called the app 'an iPhone app with disturbingly human qualities.'