FORGETMENOT! by J. Walter Thompson Hong Kong, XM HONG KONG for CITY CHAIN

Adsarchive » Promo , Case study » CITY CHAIN » FORGETMENOT!

FORGETMENOT!

Pin to Collection
Add a note
Industry Mobile applications
Media Promo & PR, Case study
Market Hong Kong SAR China
Agency J. Walter Thompson Hong Kong
Associate Creative Director Charlene Chua, Cherry Wong
Creative Director Tung Munhoe
Copywriter Robert Chen
Designer Karen Li
Agency XM HONG KONG
Released April 2011

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: CITY CHAIN
Product/Service: IPHONE APP
Agency: JWT HONG KONG
Agency: XM HONG KONG
Date of First Appearance: Apr 29 2011
Entrant Company: JWT HONG KONG, HONG KONG
Entry URL: http://www.awardmaterials.com/forgetmenot/
Deputy Executive Creative Director: Charles Wong (JWT)
Group Creative Director: Frankie Fung (JWT)
Associate Creative Director: Charlene Chua (JWT)
Copywriter: Robert Chen (JWT)
Associate Creative Director: Cherry Wong (JWT)
Associate Art Director: Nathan Hau (JWT)
Associate Art Director: Rock So (JWT)
Creative Director: Tung Munhoe
Designer: Karen Li
Production Assistant: Chu Ka Tung (JWT)
Media placement: iPhone App - Apple App Store - 29 April 2011

Insights, Strategy & the Idea
People around the world are working longer hours. As a result, we have less time to spend with our loved ones. Against this background, SOLVIL ET TITUS wanted to create a tool that not only reminded people not to neglect their loved ones, but that could also encourage us to spend more time nurturing our relationships. Taking inspiration from our brand platform ‘Time is Love’, we created the ForgetMeNot! iPhone app.

Creative Execution
ForgetMeNot! is an iPhone utility app targeted at young men and women that tracks, quantifies and rewards the time we spend with our loved ones. You and your partner simply download the app and sync your phones, and ForgetMeNot! automatically starts detecting and triggering a timer that calculates how much time you spend together or apart.

The app automatically:
1. Tracks Time Spent Together.
2. Tracks Time Spent Apart.
3. Notifies You if You Have Been Neglecting Someone.
4. Tracks Your Accumulated Time Together (all the times you have spent together).
5. Unlocks Rewards when you Achieve Love Milestones.

Results and Effectiveness
The app was released into the Apple app store in April 2011.