The NHS COVID-19 app launched in late September 2020 by the UK Government NHS Test & Trace service. The launch was hugely successful in uptake, with 6 million downloads on launch day and more than 19 million to date.
The campaign idea 'Everyone you love is on your phone' manifested in print and OOH by employing the vernacular of mobile messaging and imagery of loved ones.
Appropriately proportioned OOH sites enabled the phone to act as a frame for the message style content within. Print and extreme OOH sites used crops of phones showing pictures of loved ones and features of app functionality, alongside more complex messaging.