On Valentine’s Day “love” becomes the most common word. We say it, we text it, we use it and we abuse it. What if we can replace emoticons with emotions... words with feelings... and all those little heart shapes with real HEARTBEATS?

Creative idea:

The most personal declaration of love is the sound of your very own heart.

We created My Heartbeats - the first smartphone application that allows you to send the sound of your heart to the person you love. And we built our Valentine’s Day campaign around this catchy and lovable application.

Once you installed My Heartbeats, all you had to do was to place your finger on the smartphone’s camera; the app detected your heart rate and transformed it into a 10 seconds recording of your heart. Play it, listen to it and than send it to that special person in your life.

In order to encourage the customers to use the app, the first three sounds sent or received were awarded by Orange with 10 times more Mb of internet than their actual heart rate recorded in the application.

My Heartbeats campaign was launched without the TV support, but only OOH, interactive in-store display, web banners, social media and a special print ad where people could really test the mechanics of the upcoming mobile app by pushing two buttons that recorded their real heart rate at the moment.

Although we didn’t have the TV support, the campaign became a hit “over night”. In just a few days from the launch, My Heartbeats app reached the 1st place in Top Free Downloads both on Google Play and App Store overtaking much more popular apps like Facebook, Whats App and Messenger.

• over 583 000 App downloads (Orange customers only)

• 1st place in Top Free Downloads on Google Play and App Store – for three weeks in a row.

• about 5 000 000 heartbeats sent and received

• almost 3 000 000 GB of internet earned by Orange users during the entire campaign