We wanted to increase App downloads amongst our parent segment. Parents are influenced and encouraged by their kids to use newer technologies. The plan was to create a dynamic in which we engaged with parents by using their kids as the catalyst.

The campaign delivery date coincided with the start of the University calendar, an ideal event in which to play out the creative strategy. We used the narrative of running out of money at the start of University and asking Mum and Dad for a little financial help as the basis of our creative work and socialisation of content.