Impress
An App that engineers social situations—Campaign Launch
“Your best self. When it matters most.”
Brand Manifesto
There are moments that matter more than others. A pitch. A first impression. A room where the right action at the right time changes everything. Impress was built for those moments. We deploy a network of trained performers — actors between roles who are very good in a room — to engineer the situations that matter most to you. Life is unpredictable. It doesn't have to be.
Creative Brief
Objective: Launch Impress as the premier social situation engineering platform — and as the go-to gig network for actors looking to supplement their income between roles. The app connects subscribers with trained operatives who stage situations designed to produce exactly the right reaction from exactly the right audience. Subscribers book through the app, brief their coordinator, and Impress handles the rest.
Primary audience: Young professionals who understand that leaving important moments to chance is too great a risk.
Secondary audience: Struggling actors looking for flexible, well-paid work that puts their skills to use.
Tone: Warm, sincere, aspirational.
Execution
01— App Store Listing
App description copy.
The right situation. Professionally engineered.
Impress connects you with a network of trained actors who create the conditions for your best moments. Book a scenario through the app, brief your coordinator, and specify how many operatives you need and how long the situation should last. Our team will be in position before you arrive.
A room that's already on your side. A moment that produces exactly the reaction you need, from exactly the people who need to see it.
Book by situation. Pay by the scene.
Impress. Your best self, when it matters most.
02 — Social Campaign:"Real Reviews"
Three paid social ads as genuine user testimonials. Each a different scenario.
Ad 1 — The Pitch: "I had twelve people in the boardroom and I knew three of them. The other nine were Impress. They asked better questions than my actual investors. Two of them cried at the mission statement. We got the funding. I'm not saying I couldn't have done it without them. I'm saying I didn't have to find out." — M.T., Toronto
Ad 2 — The In-Laws: "I was meeting her parents for the first time. Outside the restaurant Impress arranged two actors to pretend a woman’s purse was being stolen. We rehearsed the day before and nailed the choreography. I wrestled the thief to the ground and returned the purse. Needless to say the dinner went well; I’m golfing with her father on Sunday.”—P.L., Vancouver
Ad 3 — The Eulogy: "I had four days to prepare a eulogy for an uncle I barely knew. Impress handled the room. Three operatives in the second row — one cried exactly when I needed them to, one laughed at the joke I wasn't sure about, and another whispered to their neighbour about how proud my uncle would have been had he heard it." —D.F., Hamilton
03 — OOH / Transit Series
SUBSCRIBER-FACING:
"The right moment. We engineer it."
"Everyone in the room was rooting for you. We made sure of it."
ACTOR-FACING:
"The drama of real life is never short on roles."
"The hardest theatre there is: real life. We're hiring."
04 — Email Onboarding: Welcome to Impress
First email after sign-up.
Subject: Your first opportunity is already being arranged.
Welcome to Impress.
You've just joined a network built for moments that matter. Tell us about your next one. Our coordinators will review your brief, match you with the right operatives, and make sure everyone is in position before you arrive.
Your preferences have been noted. Your coordinator is standing by.
The next important moment in your life is coming. We'll make sure the room is ready for it.
— The Impress Team