Rescu

Rescu allows users to call for police, fire, or ambulance assistance in just two taps. As it prepared to go to market, the brand sought to position itself as a superior alternative to traditional emergency dispatch systems.

Our first insight was that, given audiences’ universal awareness of 9-1-1, Rescu was really more akin to a disruptive technology than simply an emergency services app. With this in mind, we focused our strategy on reaching audiences most likely to be early adopters of a new way to call for help. Our research led to the identification of four key segments: Smart Tech Enthusiasts, Deaf and Hard of Hearing individuals, Caregivers, and Military personnel.

 To develop a compelling messaging framework, we delved into understanding the unique goals, obstacles, and frustrations of each persona in their interaction with traditional emergency response. This allowed us to tailor messaging libraries that resonated with each segment's specific needs, providing a foundation for storytelling across the entire customer journey. Our strategy effectively positioned Rescu as the must-have solution for those seeking a faster, more reliable emergency response system, when every second counts.