At face value, a customer survey app is not exactly the easiest sell for your typical iPhone user. So instead, we sold them the idea that they’re smart - and that when they share their (valuable) opinions, it pays off.

This thinking led to the campaign strapline, ‘It Pays To Share Your Opinion’, neatly tying back to the product truth that you get paid by Google for answering questions. The result? Over 17 million views of an ad which is quickly driving app downloads across the US.