Death Can Catch You Anywhere, Anytime - goodbye message from app "if I die"

'IF i DIE', is a unique Facebook application that enables people to leave a message that will only be published after they die. But then, nobody really thinks that they may die anytime soon, so how do you get people to use the app?

Morbidly simple, remind them that they can die anytime, anywhere. Having witnessed many sudden deaths in my own immediate family, I am all for having your things in order at all time (in fact I wrote my first will when I was ten, leaving all my drawings to my mother). 

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.

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.

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".

Client: Willook, Eran Alfonta

Agencies: Mizbala, twentythree

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