In late 2011 Porter Novelli was tasked with launching two smart phone apps to help reinforce Bupa’s position as helping Australians “find a healthier you.”
Based on the latest scientific evidence linking brain health and a reduced risk of dementia to a health heart and cardiovascular system, BrainyApp was launched by Bupa Health Foundation and Alzheimer’s Australia in November 2011.
FoodSwitch was launch by Bupa and the George institute for Global Health in January 2012 to help Australians understand more about nutritional value of food by allowing shoppers to scan barcodes of packaged foods with their smart phone camera and see healthier alternatives.
Porter Novelli’s media relations campaign for both launches were unmitigated success, shooting both apps to Number 1 in free apps in the Apple App Store within 48 hours.
BrainyApp’s national coverage on ABC1 News and ABC News 24 as well as extensive print, radio and online coverage resulted in over 41,000 downloads in the first 48 hours; smashing the target of 1,200 downloads.
FoodSwitch’s national coverage on Channel Ten’s The Project and Channel Nine’s TODAY in addition to national syndication coverage in Fairfax and News Limited print and online networks lead to over 26,000 downloads in the first 24 hours and over 75,000 in the first five days.