| Title | UP UP HIPPO |
| Brand | PEPSICO POLAND |
| Product/Service | EDUCATIONAL PROGRAM |
| Category |
B02. Native & Built-In Feature Integration |
|
Entrant
|
DELOITTE DIGITAL Lodz, POLAND
|
|
Idea Creation
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DELOITTE DIGITAL Lodz, POLAND
|
|
PR
|
DELOITTE DIGITAL Lodz, POLAND
|
|
Production
|
DELOITTE DIGITAL Lodz, POLAND
|
Credits
| Zbigniew Szczerbetka |
Deloitte CE |
Advisory Managing Partner |
| Michal Owczarek |
Deloitte Digital |
Creative Strategy Director |
| Iza Zajfert |
Deloitte Digital |
Client Service Director |
| Olgierd Cygan |
Deloitte Digital |
Agency Managing Partner |
| Malgorzata Skonieczna |
PepsiCo Poland |
Public Policy / Government Affairs & Communications Director, Central Europe |
| Magdalena Drozdowska |
Deloitte Digital |
Creative Director |
| Mateusz Ksiazek |
Deloitte Digital |
Creative Director |
| Dominik Jankowski |
Deloitte Digital |
Senior Art Director |
| Dominik Jankowski |
Deloitte Digital |
Senior Art Director |
| Michal Rygiel |
Deloitte Digital |
Head of Digital Development |
| Tomek Sapinski |
Deloitte Digital |
Senior Interactive Developer |
| Mateusz Sokalszczuk |
Deloitte Digital |
Senior Interactive Developer |
| Albert Czyzewski |
Deloitte Digital |
Interactive Developer |
| Michal Jankowski |
Deloitte Digital |
Web Developer |
| Irmina Kwasiuk |
Deloitte Digital |
Account Executive |
| Magdalena Gronert |
Deloitte Digital |
PR Manager |
| Maciej Kozlowski |
Maciej Kozlowski |
Editor |
| Kuba Pietrzak |
Juice |
Music Composer |
The Campaign
Recycling is hard to teach. People still throw away plastic bottles without crushing them. Especially in public areas. This makes waste transport frequent and expensive since trucks carry air instead of garbage. PepsiCo Poland, as a major beverage producer, created an educational program based on a game called Up Up Hippo. This smartphone game is controlled by… a plastic bottle. By squeezing a plastic bottle children help Hippo move. They pump up his flat tire, release balloons, blow on his sail or let him fly. All to fulfil his recycling mission. The only thing they have to do is squeeze a plain plastic bottle. Or a few. No special devices or connections are needed. Each game ends up with at least one properly crushed bottle.
Creative Execution
The design and experience of the game are driven by the air - from inflatable character, his world and the way he moves, up to the music, which was performed on real balloons. We used sound recognition technology, but the suggestive design makes the youngest players believe that magic happens thanks to the air blown from a plastic bottle. We tested the game on the Earth Day. Kids’ reactions were outstanding, so we filmed the last day of tests and used the video in PR and digital communication to scale up the idea of the program. It echoed in parenting and lifestyle media in Poland and abroad. We ran recycling lessons with Up Up Hippo in dozens of kindergartens and schools. Each time causing a lot of careless fun and media attention. During the campaign Up Up Hippo was among top 5 most downloaded educational apps in Poland and 12 other countries.