Wee Mail

Information / Credits

A new iPhone app, Wee Mail, developed by advertising agency BooneOakley, Charlotte, with programming by Limbua, Charlotte, lets parents hear from their kids—before they can text, before they can talk, before they are born. Wee Mail is available free at the App Store, http://tinyurl.com/iTunes-WeeMail . Starting nine months out and continuing up til due date and (for the young procrastinators) beyond, Wee Mail sends moms- and dads-to-be a daily message from their prenatal child. The messages range from humorous to informative, touching on developmental milestones (like a digestive system, or fingers) or what’s up with all that kicking (last night’s Indian tikka masala, maybe?). For example, a boy with gender issues, 262 days before his due date, declares, “I have to admit, most days I feel like a man trapped in a woman’s body.” A future diva, 164 days before her due date, asks “I’m always naked and demand a lot of attention. You sure I’m not a Kardashian?” And a youngster of indeterminate sex, perhaps a bit stir-crazy with 105 days yet to go, gripes, “Great. Nine months of solitary for something my dad did.” Wee Mail is easily set up by entering your baby’s due date and, if known, name and gender. Messages can be shared via Facebook, Twitter or email. A video demo is at www.youtube.com/user/weemail . The app’s nearly 300 one-liners, plus male-only, female-only and holiday alternates, were a “massive copywriting challenge,” says recent dad and Wee Mail originator Keith Greenstein. It will be supported via outreach to mommy blogs, baby photographers and parenting magazines. Eventually, themed packets will be offered for $.99 each. Creative credits go to BooneOakley creative director David Oakley, associate creative director/art director Matt Klug, associate creative director/copywriter Keith Greenstein, and copywriters Jennifer Yancey, Kristen Garnett, Haley Turner and Jim Robbins. The developer is Limbua’s Erik Eggleston. BooneOakley is a full service, independent advertising agency, with clients including Bojangles’, the Charlotte Bobcats, Google, The Mint Museum, Oh Yeah!, and Levine Children's Hospital. booneoakley.com

Client/Agency: BooneOakley, Charlotte Target: Moms- and dads-to-be New iPhone App: Wee Mail, http://tinyurl.com/iTunes-WeeMail Free. Themed packets, not yet available, will be $.99. Sends daily messages from your unborn child, up til due date, and (for the young procrastinators) beyond. See video demo at www.youtube.com/user/weemail Messages: Range from humorous to informative, outlining developmental milestones (like a digestive system, or fingers) or what’s up with all that kicking (the Indian tikka masala, maybe?). For example: From a boy, 262 days before due date, “I have to admit, most days I feel like a man trapped in a woman’s body.” From a girl, 164 days before due date, “I’m always naked and demand a lot of attention. You sure I’m not a Kardashian?” To use: Set up by entering your baby’s due date and, if known, name and gender. Messages are easily shared via Facebook, Twitter or email. Challenge: Massive copywriting. Nearly 300 one-liners, plus male-only, female-only and holiday alternates. Support: Mommy blogger, baby photographer and parenting magazine outreach. CD: David Oakley ACD/AD: Matt Klug ACD/CW: Keith (recent dad) Greenstein CWs: Jennifer Yancey, Kristen Garnett, Haley Turner, Jim Robbins Programming: Limbua, Charlotte Developer: Erik Eggleston In App Store: April 16