My Heart Will Go On… Asda creates Valentine’s Day messaging app set to the beat of your heart

When it comes to celebrating Valentine’s Day, we’re all used to old fashioned flowers, chocolates, or a romantic meal, but this Valentine’s Day something more techy may be coming your way. Today, Asda launches the first app that allows personalised messages to be sent via the beat of your heart.

In an era where devices are blamed for disconnecting us from family, friends and partners, Asda, via its creative agency VCCP, will release the app which aims to have the opposite effect and bring people together with this ingenious and heartfelt use of modern technology.

Chris Chalmer, Senior Director Digital Marketing, Media and CRM at Asda said: “It’s often tricky for a supermarket to stand out during Valentine’s, but our ‘Send Your Heart’ app is both bold and innovative and it sets us apart in the market. The idea of sending someone your actual heartbeat encapsulates the notion of showing someone that you really care – we feel it is something extra special”.

Andy Booth, Creative Director at VCCP, said: “The huge effect technology has had on the world of romance is amazing, it’s changed it forever. So it seemed a logical step to find a way to use technology to enhance Valentine’s Day with something romantic that could have never been done before. Like sending your loved one your actual heartbeat set to a beautiful score, whether they’re on the other side of the world or downstairs in the front room. And all courtesy of Asda, a brand that has helped people celebrate Valentine’s for years”.

How the app works:

• Simply place your finger over the camera and flash when prompted
• Using the light from the flash, the app then uses the camera to detect unique colour changes in your skin, so that when you press your finger down it detects and records your heartbeat
• The unique sound of your actual heartbeat is then set to a romantic score, which you are able to send along with your personal message to a loved one, via whichever messaging services your device allows

The app launches today (Friday 12th February) and is available to download via the app store on both iOS and Android.

Credits

Project name: Valentine’s Day

Client: ASDA

Creative Agency: VCCP

Creative Team: Andy Booth and Sam Whigham

Project Director: Siobhan Odonoghue

Tech Director: Mark Sweatman

Interactive Creative Director: Jonny Goodall

Designers: Jessica denHeyer and Jonathan Fraser

Planner: Sarah Mason

Account Team: Yasmine Mael and Sarah Peach

Media Agency: Carat

For more information contact:

Bonnie Stuart, Senior Marketing Executive at VCCP, on BStuart@vccp.com or on 07984 613 922

Mammy Maguire, Media Relations Manager, onMammy.Maguire@asda.co.uk or on 0113 826 2829

About Asda

Founded in the 1960s in Yorkshire, Asda is one of Britain’s leading retailers and helps customers save money and live better in stores, online and through their mobile devices. Each week more than 18 million customers visit its 616 stores - including 32 Supercentres, 332 Superstores, 34 Asda Living stores, 201 Supermarkets, and 15 standalone petrol stations - and websites, and are served by more than 172,000 colleagues. www.asda.com and www.george.com deliver to 99% of the UK’s homes and to its 650 click and collect sites. Its main office is in Leeds, Yorkshire and its George clothing division is in Lutterworth, Leicestershire. Asda joined Walmart, the world’s number one retailer, in 1999. 

About VCCP

VCCP is an international integrated communications agency, founded in 2002 on the principles of simplicity, collaboration, un-preciousness and integration around ideas rather than channels.

With offices in Berlin, London, Madrid, Prague and Sydney, VCCP produces award-winning work for clients including O2, comparethemarket.com, easyJet, ING Direct and BMW Motorrad.