Me+Moo: The Connected Cow Experience - App [5G RuralFirst]
ROLE: Creative Producer, Harvard
CLIENT: Cisco, 5G RuralFirst
Me+Moo was the first app in the world that let users track a live cow through their phone using real-time data via 5G. The data comes from ‘fit bit’-style collars and wearables on the cows, an autonomous feeding system, and smart milking robots connected to other tech on the rural farm via 5G. The app, which also let users invite their friends to join and build a herd, was launched to get non-techies excited about what 5G could bring to rural areas in a charming and instantly relatable way. The project spanned across creative, design, branding, tone of voice and user experience, bringing Cisco’s 5G RuralFirst project to life in a memorable way for a mainstream audience. It even came with its own ‘emoojis’!
“With Me+Moo, the team haven’t just made 5G fun and engaging, they have brought the business case of investing in rural connectivity right to the people who can make a difference. It’s delivered commercial and reputational benefits to Cisco and our partners – not just in the UK, but across the globe.”
OUTCOME, INCLUDING FORMAL EVALUATION OF RESULTS
Me+Moo gave 5G RuralFirst the perfect platform to tell the 5G rural story, with key results including:
· The app was downloaded over 12.5k times within 2 months (8.8K in first week), more than double our target of 5k downloads representing around 7% of our total target audience and being 72nd top performing app in its iOS game category.
· Engagement was also higher than expected, with over 11k educational video views, 15k in-app messages sent, 21% of users sent invitations, and over 50% of users returned on day 2, and 25.4% by day 6.
· The key message of the app and the connected farm was covered in 122 media titles, including BBC Click, BBC Farming Today, Reuters Global and CNN (headline: “How 5G will change the future of farming”), with a combined potential reach of 750 million views worldwide
· We saw over 600k impressions and 550 comments and retweets, including BBC TV’s QI
· Key stakeholder DCMS reported back to say they were “delighted” with the app and coverage, noting that it is the only consortium project on the topic to achieve global recognition. 5G RuralFirst was the first project to win additional funding from DCMS for a second phase of the project
· Awareness of 5G RuralFirst rose from 0 to 42% amongst senior telecoms professionals, with 33% “strongly agreeing” that rural 5G could bring positive economic benefits to the UK (independent audit by Coleman Parkes)
“We had a big meeting with Ofcom [UK government-approved regulatory and competition authority for the broadcasting, telecommunications and postal industries of the UK] today... they told me that we have changed the direction of the UK.. and it is as much your messaging as it is our 5G RuralFirst tech and project.. You and your team should be very proud of yourself.”
2019 AWARDS:
Creative Moment Awards: B2B Campaign of the Year- Shortlisted
Creative Moment Awards: Technology Campaign of the Year- Shortlisted
B2B Marketing Awards: Best Multichannel Campaign- Shortlisted
B2B Marketing Awards: Best Use of Creative- Shortlisted
B2B Marketing Awards: Best Use of Content Marketing- Shortlisted
PRCA National Awards: B2B Technology Campaign of the Year - Shortlisted
