First Response Introduces the EasyRead App
The EasyRead app is designed to instantly convert pregnancy line test results into the words “Pregnant” or “Not Pregnant,” giving twice the certainty of results with just one First Response Pregnancy test.
Our team was tasked with launching this new app - from creating the App Store and Google Play visuals and text descriptions, writing and shooting a 15-second online video as well as an e-commerce video, updating the product display pages on Amazon, creating a new landing page for EasyRead on the First Response website, and rolling out social content - this launch kept us busy and our creative juices flowing!
OLV:15
We were challenged to write a 15-second script that introduced a new app, told consumers what the app did, and abided by all legal claims/rules. Watch it and let us know how we did!
Fun Fact: This took place during the COVID-19 pandemic and since we couldn’t all go to the shoot, it was done half in-person, half through Zoom! I also got to direct the VO talent over the phone.
E-Comm Video
This E-Comm video was created to live on Amazon as a way to fully explain what EasyRead is and how to use it. We concepted the idea of “1,2,3, CONFIRM” as a memorable and simple way to show how easy EasyRead is.
Google Play Graphic
App Store and Google Play Visuals
Promotional Text (45/170): From First Response™, Double the Confirmation
Description:
First Response™, America’s Most Trusted Pregnancy Test Brand,* introduces the EasyRead app that gives you twice the certainty** with one First Response™ Pregnancy Test! This app uses cutting-edge technology to scan your First Response™ Pregnancy™ test and convert the result into the words, "Pregnant" or "Not Pregnant."
This app works only with First Response™ Early Result or Rapid Result Pregnancy Tests.
Let us do the work. Includes a timer to ensure the test result is ready to read.
*Voted most trusted Pregnancy Test brand by American shoppers based on the 2020 BrandSpark® American Trust Study.
**Double the confirmation; Same accuracy of results
