Numberlys is aimed at children, although not exclusively so. So we threw a bunch of other themes that we loved into the pot and hoped it would make for a palatable broth." "We had a rough sketch of an idea that Bill had done about a group of little creatures that create the alphabet. "The entire company went to see it, and after watching it we knew there was something about it that was so beautiful, we wanted to tap into that vine," he says. Enochs says that a visit to see the latest restored version of Fritz Lang's Metropolis film was a key touchpoint. Those influences are interesting, at a time when it can be easy for app developers to get sucked into the mindset of just being influenced by other apps. The success of the Morris Lessmore app put a certain degree of pressure on Moonbot's team – creative rather than commercial – to come up with something even better next time round. We all grew up among really talented people in small towns, who all had something they should definitely share with the rest of the world, but there was a wall due to technology or publishing and distribution. "It really comes down to the creative now. "For a long time, it has only been the privileged few who had access to the distribution means or the right gear, but now it's all around us and in the palms of our hands," says Oldenburg. Oldenburg and Enochs remain awestruck by the way it spread globally, which is unsurprising given their previous experience in industries where worldwide distribution involved considerably more friction and middlemen. Thus was born the Morris Lessmore app, which became a critical and commercial hit on the App Store. A new thing with the grand potential that those had."
YOUTUBE NUMBERLYS MOVIE
This feels like the invention of radio, television or the movie cinema. "It was a way to deliver these mediums in one place in such an approachable way, we knew we had to be part of it out of the gate. "We were halfway through production on a short film when the iPad was announced, and we were fascinated," says Oldenburg. Moonbot was founded by two people with a background in animation and filmmaking – Brandon Oldenburg and Lampton Enochs – together with author and illustrator William Joyce. It returns the focus to storytelling – the origins of the alphabet – with an equally diverse palette of influences: King Kong, Metropolis, Flash Gordon, the Marx Brothers and the 1939 New York World's Fair. The preferred formats for this phase are display banners and emailing.Now the company has released its third app, Numberlys. The Purchase phase aims to convert the engaged audience via incentive messages to retailers.Banners showcasing the product’s strengths are shown to those who have viewed the content distributed in the Awareness phase, but also to prospects identified via SEB Group’s CDP. The Consideration phase aims at creating purchasing intentions for individuals who have already expressed interest in the product.TrueView and VOL videos delivering aspirational brand messages were shown to relevant profiles identified either by Google data (Youtube channel viewers of the brand or Food ecosystem), by contextual inventory strategies, or by the act-alike Hawkes algorithm, developed by Numberly.
The Awareness phase aims at boosting awareness of the Companion robot.The audience and content strategy is therefore adapted to each stage of the journey: This content scenario is combined to a refined targeting strategy that leverages contextual data inventories, Google affinity data and SEB Group’s proprietary data, recorded within the Customer Data Platform (CDP) set up and operated by Numberly. Numberly’s data marketing specialists, media traders and data scientists have worked side by side in order to build a three-fold campaign, thus representing the brand throughout the conversion funnel. In order to meet their business objectives, the Moulinex teams chose to trust Numberly with their programmatic media activations.
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