If I die Facebook App: Death Can Catch You Anywhere, Anytime


Challenge: 'IF i DIE', is a unique Facebook application that enables people to leave a message that will only be published after they die. Since nobody thinks they will die anytime soon, In order to encourage people to use this app, we had to remind them that death can catch them anywhere, anytime, and that they’d better leave a message before it was too late.

Solution: Using the API of popular location based services (foursquare, Gowalla..), combined with twitter, 'Facebook places' and 'Google Latest', we were able to track thousands of check-ins worldwide. With this information we knew exactly where someone was in real time, and could communicate the message in person and that's exactly what we did. We called thousands of people from all over the world to their place of check-in and asked to speak with that person, after he was called to the phone, we've communicated our message in a personal way and reminded him that death can catch him anywhere, anytime.

Synopsis: We all know that one day we will die, but we don't like to think about it, because it's not going to happen anytime soon. Based on the strategy that "Death can catch you anywhere, anytime" and with an innovative use of location based services, we reminded people, that just like we did, death could also catch them anywhere, anytime and that they’d better leave a message before it was too late.

Results: Without any media budget at our disposal , the sudden and extensive interest that the campaign initiated produced numerous headlines in newspapers, blogs, radio and TV coverage, resulted in an 800% increase in recorded messages being left on “If I Die".

Advertising Agencies: Mizbala, Twentythree, Israel
Executive Creative Director: Dori Ben Israel Kario
Creative Partners: Yossi Tzarfati, Erez Rubinstein
PR Agency: Ronnie Hassid, Ofir Auslander
Account Manager: Michael Poraz
CTO: Assaf Sela
Web: Edan Tal
Art Directors: Rona Sagi, Roey Jamal
Musicl Director: Yishay Raziel
Voice: Jeff Laurence Gill, Brad Dassy, Eric San, Nathen Knight
Agency Producers: Ginat Moyal, Dor Sinai, Amit Horesh, Hila Feder, Roy Lilian, Liron Ashkenazi, Max Chertkov


atb2005's picture
13567 pencils

Is there something we don't have an app for yet?

Nude Copy's picture
Nude Copy
1058 pencils

we don't have an app that counts the number of shitty apps altogether

DBB's picture
1218 pencils

This is one strong insight.
don't know if ill use it, but it sure as hell got me thinking for a few minutes.
Good job guys.

Corbeen's picture
1092 pencils

this is a pure nerd idea. If they die, they will miss only their computer... i am sorry that this exists.. and even more sad that someone is advertising it.

ramma111's picture
68 pencils


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