Famous Ukrainian writer and musicians have created a lullaby to support mobile application that helps Charitable Fund “Come Back Alive” rai...
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.
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.
To promote the application, famous Ukrainian writer, Serhiy Zhadan, and musicians, “Liniya Mannergiymu” and Sasha Koltsova, created and recorded the lullaby. The intent was to urge people to use the snooze button more often. First of all, the song became the ringtone of the ‘Wake App in Peace’ application. It was presented along with the alarm clock. Moreover, it was introduced into rotation by many of the Ukrainian radio stations. To multiply the effect, the Lullaby was used as the soundtrack for the TVC and radio commercial.
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%.
Wake App in Peace
More Details About the App...
Facebook page: https://www.facebook.com/wakeapp.com.ua
‘Wake App in Peace’ mobile application uses the clock built in a cell phone with alarm clock and payment system.
Despite the limitations of the banking system, we have developed a software solution that allows the alarm clock to process multiple money transactions without having to receive individual payment confirmations.
Besides that, we have had to overcome a list of complications typical for both iOS and Android platforms, i.e.: impossibility to execute some tasks once within several seconds; prolonged launch of an application (we’ve decreased the time from 4 seconds to less than 1), etc.
Here how it works: (видео)
To create our logo, we combined two well-known symbols — international symbol of peace and clocks icon. That has given us an extremely recognizable logo which reflects perfectly the name and idea of the application.
We have created the interface that is simple, easy to use and intuitive. Clean and attractive design ensures smooth navigation throughout the app. Green colors they use are convenient to operate with in any lightning condition. Calm green of the alarm clock doesn’t hurt your eyes, even if you just woke up.
Also, we have paid attention to the design of the snooze button. The button resembles a coin and to snooze one has to “drop” it in a coin jar symbolizing donation.
More about design: http://wakeapp.com.ua/app-design
Client: Charitable foundation “Come Back Alive”, Vitaliy Deynega, Vira Prokhyra
Agencies: Liquid7 (Agama Digital Group)/ Talan Group
Сreative director: Tema Karelin
Creative director: Maxim Boritko (AGAMA communications)
Copywriter: Mariya Chaplinskaya
Art-director: Kristina Kachmar
Designer: Daria Ponomarenko
QA: Andrey Galak
QA: Nikita Karpov
Project manager: Sergey Uperenko
Digital director: Dmytro Grushevskyy
Digital Creative Director: Alexey Novikov
Managing director: Olga Buzunova
The Volunteer Foundation "Get Back Alive" is one of the largest aid funds for Ukrainian forces in the ATO zone. It operates since May 2014 and specializes in technical support, primarily on providing thermal imagery and night vision optics. Since its foundation, the organization and its volunteers have sent to the front of the assistance more than 4 million USD.
AGAMA Digital Group is an association of digital services agencies (Liquid7, Tribal Worldwide, Kyiv and Ebola Communications), which consolidates digital expertise within the communication group AGAMA communications. Ranked # 1 in the overall ranking of the effectiveness of digital agencies in Ukraine based on the results of Effie Awards 2015-2016, # 2 in the study of Advertiser's Choice 2016, # 2 in the ranking of the "Digital Agency of 2016".
Talan Group is the association of marketing services agencies (Talan Communications, PLEON Talan, Clever Force, Talan Events).It is the most creative group of marketing service agencies in Ukraine for 2006-2011, 2013-2016 according to the ratings of the All-Ukrainian Advertising Coalition (Ukraine). It’s the part of the communication group AGAMA communications.