Creating a mobile app video ad that raises awareness and drives downloads
The making of ❤️BP Passport App video
One of the projects I’m most proud of was collaborating with the RTSL team to create a powerful ad for the BP Passport app–a simple yet powerful tool for tracking blood pressure, monitoring blood sugar, and reminding users to take their medications on time. Under the expert guidance of Daniel Burka and in partnership with Prajakta Digamber, our work has contributed to the app’s success, surpassing 50K+ downloads to date.
Our goal– ensure clarity and impact in under a minute
Ads should ideally be kept under a minute due to the limited attention spans of viewers, with only a few seconds to capture their interest. To maximize impact, we structured our content around four key points, presented in a deliberate sequence to ensure lasting recall.
1. Why you need this app
It was crucial to start the ad with something that grabs attention right away, without scaring people off. We focused on crafting short sentences that packed in a lot of information — explaining what the app does, who it’s for, what high blood pressure is, and its potential risks. This approach made sure viewers stayed engaged with the video.
2. What this app can do for you
We focused on highlighting the app’s three core features, shifting the tone to be more uplifting and encouraging. Our goal was to inspire viewers by using empowering phrases like “take control,” helping them feel confident and capable of managing their health with the app.
3. How is it different from other apps
We placed this in the third spot because, by then, viewers had already taken in a lot of information and might still be processing it. It was the least critical part of our content.
4. A punchy tagline to wrap it up
Wrapping up an ad with a catchy, rhyming phrase boosts the chances that people will remember it! While they might forget most of what they heard in that minute, those last few words will stick in their minds.
After numerous iterations, we finally settled on a script that we read and re-read several times, finding a natural pace that was neither too fast nor too slow. This approach allowed us to keep it under a minute while effectively achieving our goals.
Visual story
Once we finalized our script, we began brainstorming appropriate visuals for each sentence, focusing on a frame-by-frame approach. The visuals needed to be relevant and engaging. We opted for a portrait orientation, as the app is designed for this mode, enhancing the viewing experience and allowing the actual app layouts to shine. Considering that the add would be shown in various clinics and shared offline, we incorporated minimal text to highlight key terms, ensuring accessibility for all viewers.
Mixing it up– audio, video, background score and animations
This was the most fun part of the production process. We got to play with Adobe After Effects to ensure that each frame danced perfectly in sync with the audio. Fine-tuning the timing for each frame to evoke just the right emotions in our viewers was quite challenging. Adding animations brought a dynamic flair that truly elevated the ad beyond static screens and the background score gave it a perfect finishing touch.
The idea for the app originated in 2021, during a time when many individuals were hesitant to visit clinics for routine blood pressure check-ups due to concerns surrounding the COVID-19 pandemic. The Simple team developed, and launched a simple, free (and ad-free) app on PlayStore that allowed users to log their blood pressure readings directly on their personal devices, whether measured at home or a local pharmacy. Our goal was to ensure that these readings would provide valuable, accurate data for physicians to assess a patient’s health more effectively when in-person consultations resumed. Learn more about Simple BP Passport App here.
