Many brands have jumped into the mobile app brand wagon only to face app discovery issues, low download counts and lack of repeat usage. Should brands or services invest in a bespoke mobile app? As I mentioned in an earlier article, a brand needs to evaluate whether it can add value in one of the key ‘mobile moments’: bored now, urgent now and repetitive now. However, not all consumer brands need a mobile app. When it comes brands and apps, there’s a lot to think about before putting pen to paper or shall we say moving from pixel to code. The key is to offer real utility, link it to a brand promise and ensure that there is scope for repeat usage.
Here are three Clio Award 2015 winners which do exactly that.
L’Oréal Makeup Genius App
L’Oréal Paris Makeup Genius allows users to try on 4,500 of the cosmetic brand’s catalogue of products using their smartphone or tablet. While make up apps have been around, what seems to be the clincher here is the technology used: augmented reality technology captures facial points in real time so that users can try makeup looks and products on themselves and see them in real time.
Agency: L’Oréal Paris
Qol Devices respiratory app
Alvio was designed to help millions of people with respiratory challenges improve their condition, through mobile games controlled by breathing.
Agency: R/GA
Owlet Baby Care
Owlet is designed to alert you if your baby’s heart rate and oxygen levels are outside the norm
Agency: R/GA
Any good branded apps from India which come to your mind? Hardly any, I guess?
