| Title | UP UP HIPPO |
| Brand | PEPSICO POLAND |
| Product/Service | EDUCATIONAL PROGRAM |
| Category |
A09. Innovative Technology |
|
Entrant
|
DELOITTE DIGITAL Lodz, POLAND
|
|
Idea Creation
|
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 |
| 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
To show children how to push air out of plastic bottles and to spark good habits as early as possible, PepsiCo Poland 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 fulfill his recycling mission. The only thing they have to do is squeeze a plain plastic bottle. Or a few. No special connections needed. Just a smartphone and a plastic bottle. And 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. Media coverage includes prime time radio (Radio Eska), news and parenting titles (Wyborcza, Dziecko w Warszawie) and tech media (FWA, Appolicious, Fubiz). During the recycling lessons every plastic bottle was crushed and flattened to the very last blow. The air-inspired design proved so suggestive that many kids believed that it is the real air from the bottle that makes Hippo move. According to studies, only 68% of adults declare that they dispose of plastic containers properly (TNS Poland for Polish Ministry of Environment, November 2014). So far, 100% of kids that had contact with the game declared that they would crush plastic bottles before throwing them away. But they didn’t just declare it. They already did it!
We studied and played plenty of mobile and video games. We also visited kindergartens and schools to watch offline activities and see how they impact children behaviour. We confirmed what we already had known that teaching through fun proves effective. However, we also found out that even most engaging games don’t guarantee educational value, if they just show right behaviours or just tell a message. After the game, children often remember a funny character or adventure, but not the intended message. That is why we created a game that triggers right behaviour as they play. Children have to literally crush a plastic bottle in order to control the main character. Since adults are reluctant to learn, we directed Up Up Hippo program to children. Though designed for kids, Up Up Hippo proved to attract adults as well.