Geometry Global Bucharest - Read a Tree

Category: Best Mobile Branded App

Client: Elefant.ro

Year / Domain / Status: 2015 / Online retail / Winner

Strategy description:

Tracing the root cause, the obvious fact was that trees are cut down to serve a purpose, more than a third of them being destroyed to make paper. To save the remaining trees, they had to fulfil a purpose without being cut down. But what if a tree could give you a book and still be alive? The simple, but clever way to do this was to develop an app. Using image recognition algorithms, the Read a Tree app is able to detect if a tree appears in the photo or not. It could be any of the 100,000 species in the world. If a tree is detected, the app would give a free e-book. All this without QR codes or fancy markers. Right after the scan, the tree picture could be shared on Facebook, compelling others to do the same. Targeting book enthusiasts and environmental supporters, the app endorsed the fight against deforestation, but also promoted Elefant’s collection of e-books.

Execution:

Using image recognition algorithms, the app is able to detect if a tree appears in the photo or not. It could be any of the 100,000 species in the world. If a tree is detected, the app would give a free e-book. All this without QR codes or fancy markers. Right after the scan, the tree could be shared on Facebook, compelling friends to install the app and do the same. Everyone who tried it had a reason to share it, making Read a Tree a trending app both on App Store and Play Store. Link for the landing page that leads to the app: http://www.elefant.ro/read-a-tree

Case visual: