November 2012 | Getting up on time can be a challenge, but numerous variations on the alarm clock theme are aiming to make it easier. Now a mobile app launched earlier this year by Lufthansa adds a different twist altogether. Specifically, users of Lufthansa’s free Anywake app are awoken to the sounds of a random city — if they guess which one it is, they’re rewarded with discounted tickets to that destination.
After downloading the app — which was created for Germany-based Lufthansa by ad agency DDB Stockholm and Monterosa — users begin by selecting a standard wake-up sound, which will then wake them up each day. Every other morning or so, the app will wake the user to the sounds of a randomly selected city instead. To turn off the alarm, they must guess which city it is — if they’re right, they get rewarded with a discount for airfare to that city. This video explains the premise in more detail.
Part brand butler and part targeted promotion, Anywake is currently designed only for Swedish users. Could your brand achieve something similar in your part of the world?