The Diesel Timeframes philosophy, ‚Time to be Brave‚, encapsulates their mission to unleash time‚s potential and urges people to grab hold of the opportunities that it creates. Using an online questionnaire that calculates your ‚days to live‚, Diesel explores how society is content with celebrating how many years we have lived and how we‚re less comfortable in recognizing the time we have ahead. Diesel then helps you live every one of those days to the fullest with an alarm clock app that reminds you of the number of days left and provides inspiration on how to live that day more bravely.

Launch the campaign
Published
March 2013
Topics

The Story

The Diesel Timeframes philosophy, ‚Time to be Brave‚, encapsulates their mission to unleash time‚s potential and urges people to grab hold of the opportunities that it creates. Using an online questionnaire that calculates your ‚days to live‚, Diesel explores how society is content with celebrating how many years we have lived and how we‚re less comfortable in recognizing the time we have ahead. Diesel then helps you live every one of those days to the fullest with an alarm clock app that reminds you of the number of days left and provides inspiration on how to live that day more bravely.

Technology sparked a campaign with no dead ends that worked across as many platforms as possible, from TV to social media (Facebook and Twitter) to the interactive website experience and the iPhone app. All of the digital platforms were important to keep the experience alive and to take the users on a journey. Social media drove people to the interactive website. The website then encouraged users to download the alarm clock app to receive inspirational message to make the most of the days they have left and also share the experience on social media.

The Technology

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    Mobile

    iOS

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    Social

    Social Media

The Results

Diesel Timeframes make a statement. The design and sheer size of Diesel Timeframes make it impossible to ignore the fact that time is passing. The Days to Live campaign was born from this thought and we knew that this hard-hitting topic would spark and fuel on-going conversation with consumers. By creating a campaign that was both thought-provoking and an engaging experience, the questionnaire has seen people using the site for on average 6-8 minutes at a time and a completion rate of over 46% "_ all with no paid media investment.

24.5K

total hours spent on this project

1.6M

project impressions

890K

total cups of coffee drunk

Launch Date 14 January 2013