LMAO, A NEW MESSAGING APP?
There are lots of messaging apps out there. It’s a crowded space, and our primary audience (18-21 year olds) are super-loyal to their current messaging apps- Apple Messages, whatsapp, Facebook Messenger & Instagram DM, Snapchat, etc.. The challenge is to generate trial and ultimately develop loyalty. Could we find a time and place to connect with our audience when they might be receptive to change?
A TIME OF CHANGE.
Freshman year of college (oh what a time!). This is such a major transition year, and a time when kids are actively looking to evolve and change. What better time to connect with them? So that’s what we did, and did BIG. We developed a (majorly) extensive campus marketing effort on Big 10 campuses to introduce Allo.
AUTHENTIC. AKA NOT LAME.
We developed a voice and brand identity that made it clear that Allo is from Google, but avoided typical marketing-speak. The visual brand we created around the identity celebrated the expressiveness of the app itself. And to drive trial we provided actual value in return. Free food, entertainment at football and basketball games- like jumbotron quizzes powered by Google assistant. All of this surrounded by posters, digital and social marketing that worked at a brand and product level. And did we say free food?
“Seven years of college, down the drain.”