top of page

Cisco, 5G RuralFirsts

Mee+Moo

The aim – Get people excited about the possibilities of 5G in rural parts of the UK.

 

Introducing Me+Moo, the first app in the world that let users track a live cow through their phone using real-time data from some very fancy cow-sized wearable tech, an autonomous feeding system, and smart milking robots connected to other tech on the rural farm, all thanks to the power of 5G.

​

Simply choose your cow to get started and immediately receive real activity updates. Invite friends to grow your herd, send moosages and emoojis to each other, and work together to reach the top of the herd leaderboard.

​

Launched to get non-techies excited about the potential of 5G in rural areas in a charming and instantly relatable way, this project spanned creative, design, branding, tone of voice and user experience, bringing Cisco’s 5G RuralFirst project to life in a memorable way for a mainstream audience.

The outcome  

· The app was downloaded over 12.5k times within two months (8.8K in the first week), more than double our target of 5k downloads representing around 7% of our total target audience and being the 72nd top-performing app in its iOS game category.

​

· Engagement was also higher than expected, with over 11k educational video views, 15k in-app messages sent, 21% of users sent invitations, over 50% returned on day 2, and 25.4% by day 6.

​

· The key message of the app and the connected farm was covered in 122 media titles, including BBC Click, BBC Farming Today, Reuters Global and CNN (headline: "How 5G will change the future of farming"), with a combined potential reach of 750 million views worldwide.

​

· We saw over 600k impressions and 550 comments and retweets, including BBC TV's QI.

​

· Key stakeholder DCMS reported back to say they were "delighted" with the app and coverage, noting that it is the only consortium project on the topic to achieve global recognition. 5G RuralFirst was the first project to win additional funding from DCMS for a second phase of the project.

​

· Awareness of 5G RuralFirst rose from 0 to 42% amongst senior telecoms professionals, with 33% "strongly agreeing" that rural 5G could bring positive economic benefits to the UK (independent audit by Coleman Parkes)​.

2019 AWARDS:

  • Creative Moment Awards: B2B Campaign of the Year- Shortlisted

  • Creative Moment Awards: Technology Campaign of the Year- Shortlisted

  • B2B Marketing Awards: Best Multichannel Campaign- Shortlisted

  • B2B Marketing Awards: Best Use of Creative- Shortlisted

  • B2B Marketing Awards: Best Use of Content Marketing- Shortlisted

  • PRCA National Awards: B2B Technology Campaign of the Year - Shortlisted

bottom of page