Come Back Alive Digital, Case study Pay for Peaceful Sleep [image] by Liquid7

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Pay for Peaceful Sleep [image]

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Industry Charities, Foundations, Volunteers, Mobile applications
Media Digital, Interactive & Mobile, Case study
Market Ukraine
Agency Liquid7
Creative Director Artem Karelin, Maxim Boritko
Art Director Kristina Kachmar
Copywriter Mariya Chaplinskaya
Digital Creative Director Alexey Novikov
Released May 2017

Credits & Description

Category: Electronics, Technology
Media: Digital
Brand: WakeApp
Agency: Agama Communications
Geo: Ukraine
Advertising Agency: Agama Digital Group (Liquid7), Ukraine / Talan Group
Creative Directors: Artem Karelin, Maxim Boritko
Art Director: Kristina Kachmar
Copywriter: Mariya Chaplinskaya
Designer: Daria Ponomarenko
QA: Andrey Galak, Nikita Karpov
Project Manager: Sergey Uperenko
Digital Director: Dmytro Grushevskyy
Digital Creative Director: Alexey Novikov
Managing Director: Olga Buzunova
Published: May 2017
Famous Ukrainian writer and musicians have created a lullaby to support mobile application that helps Charitable Fund “Come Back Alive” raise funds for the Ukrainian Army.
Why did they do that?
Three years ago, the war started in the Eastern Ukraine and no one was prepared: neither the country, nor the army. Civilians began to actively help providing for all the needs of the army to protect the country.
But over the three years of war Ukrainians got tired of it and became bulletproof to regular appeals for donations for the army. The volume of the donations has sufficiently dropped. Traditional media could hardly change the situation.
The most active charitable fund in Ukraine “Come Back Alive” created Wake App in Peace – an alarm to pay for peaceful sleep. Every pull of the snooze button transfers money for the army needs. While people continue to sleep, the army guards their peaceful sleep.
That’s why musicians recorded the lullaby - to urge people to use the snooze button more often.
As a result, the song has become a hit on radio and online – it was played 3,000,000+ times.
The campaign reached 21,000,000+ media impressions and helped to slow down decrease in donations on 30%.