“Post-breakup concierge” service handles all your moving-out needs

Onward, the newly launched “post-breakup concierge service” that handles all your packing, housing, and self-care needs. A one-stop shop for moving out and moving on.

Not everyone has a nearby network of family or friends to assist on short notice. In fact, the company’s early research found that many people stay in relationships longer than necessary because they’re intimidated by the undertaking.

Company founders, childhood friends the since fourth grade, founded Onward after both suffered breakups within a six-month span. They struggled to pack up their belongings, quickly find a new apartment, and then furnish the space. “We realized that if we were going through this, that means other people are going through this, and there was no service that helps people deal with this nightmare amidst major emotional turmoil.”

Clients can easily book the remote services via the company website, and if they prefer, request a representative to meet them onsite for emotional support. Onward’s customized packages start at $99 for 10-day assistance, which includes housing placement, moving/packing, storage, as well as “strategies and discounts for self-care.” The latter constitutes matching clients with therapists, counselors, or mediators. Onward discovered that the newly single view finding and scheduling a therapist–one who takes their insurance–to be equally as daunting.

Pricier packages involve weekly scheduled check-ins and personalized neighborhood guides with recommendations on restaurants, bars, gyms, health studios, even meet-ups. As for housing, the service brokered strategic partnerships with various residence options, including a number of coliving spaces and furnished short-term rentals–and all the utilities and paperwork are taken care of. “You simply show up, like you would an Airbnb,” says Meck. “It’s an option for someone who needs something fast and furious.”

The company’s name reinforces the idea that a breakup can actually serve as an amazing opportunity to “really assert a new phase of your life,” Meck says, adding that many people start companies after a breakup. “It really can be a huge moment for professional and personal development.”

The company launched on Valentine’s Day with a social media campaign. To get the word out, Onward partnered with female organizations, yoga and meditation studios, as well women-focused spaces such as The Wing. The company already received “a lot” of referrals by people who recommend it to friends who need extra support. (Onward helps both men and women, but so far, marketing materials seem to skew more female.)

Why it’s hot: While it might sound silly at first, this new business is filling an unmet need – (an admirable one) – amongst NYC singles.

Source: FastCo

 

Gravity Can’t Bring Love Down

UC Berkeley Art Museum and Pacific Film Archive—or BAMPFA—wanted to give their new exhibition titled “Hippie Modernism: The Struggle for Utopia” a little bump.

But Goodby Silverstein & Partners, their agency, does not know how to give “bumps”. Instead, they shot this out of a bloody cannon by developing a geolocation-based augmented-reality mobile app that lets people pepper the virtual space over the Bay Area with digital balloon hearts containing hippy-like messages such as, “Love Is in the Air” or “Free sex”. Okay, okay, to be transparent, I TRIED to upload this last message but the app wouldn’t let me. Apparently, you have to be in the Bay Area. Bummer.

 

Anyway, think of it as a Pokémon, except instead of catching the little trolls, you are making and popping virtual hearts that release lovey-dovey messages.

In addition to allowing you to spread the virtual love, the app also plays ’60s and ’70s songs like John Lennon’s “Imagine” and features a virtual tour of Bay Area locations significant to the hippie movement’s artistic and political history.

Why It’s Hot:

  • NAILS a very unique and cool use of AR
  • Provides a gamified AR experience ala Pokémon
  • App is fun and practical – i.e. virtual tours tied to the thematic of the exhibition
  • Subtly hints at a larger cultural sentiment of acceptance and hippy rebellion

Revlon pivots from me to us and owns LOVE

Revlon has had it’s ups-and-downs over the decades — in fact its stock had dropped precipitously over the last decade. Like many in the beauty industry, they used the same cliché beauty/make-up advertising. The focus always was: me. Even Maybelline’s new campaign — ‘No maybe’s” which celebrates a woman’s individual beauty, still uses all the cliché beauty ‘cues’ we are used to seeing.

Revlon deploys a new focal point: us. With the “REVLON Love Test” (https://youtu.be/F9JrNEHj558)  they have re-positioned beauty in terms of your relationship, not just yourself. They went from “me” to “us”. A brilliant, simple and genuinely charming strategy. Their YouTube channel has a core campaign video of several couples (below), and works hard at being genuine. Then Revlon goes a level deeper into each individual couple experience. The video below has over 7 million views in one month.

Why is this hot? Not only is it a smart creative strategy pivot from a self-centered view of beauty to something bigger than self, but they coordinate multi-channel campaign with real finesse: a highly engaging Web site (loveison.com), they offer several ways to draw you in and keep you engaged with the brand: a photo share that may be shown in times Square, a sweepstakes, a love test, and more.

Revlon loveison 2

Revlon love test sweeps 12.4

They just donated $1 million to a charity.

Revlon 1 $$ for lovie is on

They treat this seriously with a nice splash of silly. Very human — meaning genuine, authentic and emotional — and very smart marketing.