what3words: driving penetration and use
Ensure no one and no thing is ever lost
what3words is a location service that has divided the world into 3 metre squares identified by three words. It’s the easiest way to describe an ultra precise location, far easier than lengthy coordinates.
It launched in the UK to great success, with a focus on emergencies: hiking injuries, vehicle breakdowns, accidents.
Fortunately emergencies are rare, so to grow their business what3words needed to drive penetration and use, to become the no1 precise-location app and achieve their Dream of 'ensuring no one and no thing is ever lost'.
Show everyone it's worth being precise
Parcel services have grown significantly in the UK as online shopping has taken off. Despite the tech-led nature of these brands, many of the 14m parcels which are ordered daily, are left in the wrong place, or not delivered at all.
Postcodes are not precise enough for many.
what3words formed a partnership with DHL, DPD and EVRI to enable consumers to use their 3 words to provide a more precise location and ensure the safe delivery of their parcel.
In the jeopardy filled world of taking a delivery, The Plan for what3words was to 'show everyone it's worth being precise'.
North Star: It's worth being precise, it's worth using what3words
Use the power of comedy to make an idea go beyond a small media budget
We transported the brand far away from its usual world of ’emergencies’, creating a TV campaign that placed what3words in the genteel, instantly recognisable suburbs of middle-England. We put the brand right in the heart of the everyday world of neighbourly politics.
Playing off the tension that Brits are so polite, they rarely say what they mean, our protagonist politely confronts his neighbour about his missing parcels.
What plays out is an unwinnable battle of wills, a battle that could so easily have been avoided had he only used what3words.
With a very limited media budget, The Hustle was to 'create a film so loved it would be shared across the globe', exponentially increasing its impact and reach.
The results
Significant increase in users and use
The film was shared far and wide, including at the launch of ITVX and even featuring on a French comedy show.
what3words saw a major increase in new users with the app being downloaded every 3 seconds following the campaign.
Use by existing users went up by almost 50% month on month, whereas new users used the app almost twice as much as existing users.
These results became a key part of what3words’ sales pitch to new partners, helping them onboard a series of new logistics companies who have now integrated what3words into their delivery systems.
Awards
The campaign film 'Neighbours' became a hit with awards judges, winning across major British and International awards shows.
2 x Merit at One Show
1 X Bronze at Clios
1 x Silver, 1 x Bronze at British Arrows
1 x Gold, 2 x Silver, 1 x Bronze at Creative Circle
4 x Silver at Kinsale Sharks
1 x Silver at ADC*E
1 x Gold at Epica
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what3words: driving penetration and use
what3words had become people's go-to for sharing locations in an emergency - but to grow their business, what3words needed more consumers to use their service more often, in more everyday situations.
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