| Title | HAPPY GOGGLES |
| Brand | McDONALD'S SWEDEN |
| Product/Service | HAPPY MEAL BOX |
| Category |
C06. Use of New Technology |
|
Entrant
|
DDB STOCKHOLM, SWEDEN
|
|
Idea Creation
|
DDB STOCKHOLM, SWEDEN
|
|
Media Placement
|
OMD Stockholm, SWEDEN
|
|
PR
|
PRIME Stockholm, SWEDEN
|
Credits
| Julia Björk |
DDB Stockholm |
Account Manager |
| Simon Higby |
DDB Stockholm |
Art Director |
| Johan Ljungman |
DDB Stockholm |
Business Director |
| Sebastian Otarola |
DDB Stockholm |
Innovation & Prototyping |
| Johan Olsson |
DDB Stockholm |
Innovation & Prototyping |
| Anna Hellenberg |
DDB Stockholm |
Print Production Manager |
| Michael Nyberg |
DDB Stockholm |
Digital Account Director |
| Erik Årnell |
DDB Stockholm |
Planner |
| Johan Molitor |
DDB Stockholm |
Account Director |
| Astrid Kowalczyk |
DDB Stockholm |
Digital Growth Manager |
| Can Cetindag |
DDB Stockholm |
Graphic Design |
| Claudia Backholm |
DDB Stockholm |
Planner |
| Daniel Johansson |
DDB Stockholm |
Webmaster |
| Daniel Liljas |
DDB Stockholm |
Graphic Design |
| David Alledal |
DDB Stockholm |
Copywriter |
| Helen Kvarnmalm |
DDB Stockholm |
Account Manager |
| Isa Svärd |
DDB Stockholm |
Graphic Design |
| Johan Svensson |
DDB Stockholm |
Agency Producer |
| Johanna Lundblad |
DDB Stockholm |
Graphic Design |
| Martin Ruben |
DDB Stockholm |
Digital Design |
| Peter Danielsson |
DDB Stockholm |
Graphic Design |
| Petter Eriksson |
DDB Stockholm |
Senior Digital Designer |
| Pärmartin Jonsson |
DDB Stockholm |
Graphic Design |
| Rickard Berggren |
DDB Stockholm |
Social Media Manager |
| Tobias Hause |
DDB Stockholm |
Graphic Design |
The Campaign
Evolution doesn't always mean radical change. For us it meant a bit of ripping, folding and sliding. By doing so, we designed a normal Happy Meal Box into a unique VR viewer. We call it Happy Goggles.
"A Happy Meal box, if you think about it, is the perfect starting material for a rudimentary VR headset.” – Wired Magazine
At its heart, Happy Goggles is an innovation to meet the changing play patterns of a new generation of digitally native guests. As mobiles are their new toys and app stores their new playground. We used smart design to transform the world’s most iconic box, into its most democratic entertainment console. One which can adapt to any emerging play patterns over time.
By transforming a product available to billions. At a cost of 1/100 of an Oculus Rift. We hope to truly democratise VR.
Campaign Success
On the day of launch, we started the rumour mill with an exclusive article in Adweek. And we also seeded 100’s of boxes to key influencers across the globe. Sparking a flurry of content across the social web.
We also featured our boxes at SxSW! Where festival goers could try our immersive ski-game experience Slope Stars. For which we secured endorsement from the Swedish national ski-team, a great amplification source for our message.
Once the rumours was out, we sent out press-kits to over 17,000 media outlets. The press-kits featured our product launch video and also encourage visits to http://happygoggles.se/en where anyone could find out more about the product and also engage in our immersive Slope Star experience.
Our newsroom then governed each story, answering questions and securing more features as the story spread. The campaign then went into action mode, and we invited media and influencers into selected restaurants.
Describe the success of the promotion with both client and consumer including some quantifiable results
It’s too early to talk about the impact this idea might have on the hard sales metrics. But did we manage put the iconic Happy Meal back into the conversation? We’ll the numbers speaks for themselves:
+175 m earned media impressions.
+1,5 m visits to http://happygoggles.se/
+1400 articles, collectively shared over 70,000 times on Facebook alone.
+ 2000 blog posts
And finally, as a result selling out every single box we made and improving the restaurant experiences for thousands of families. We are now working towards a national launch in late 2016. Meaning we are on track to fulfill our journey towards designing the largest entertainment console ever created. Not bad for a bit of ripping, folding and sliding.
For more on Happy Goggles and our accompanied Slope Stars ski-game, check out the product's website: http://happygoggles.se/en/
Explain why the method of promotion was most relevant to the product or service
We believe the opportunities are endless, but don’t take our word for it:
”Its potential reach is almost unfathomable. The company sells over a billion Happy Meals each year. If each were fit with VR capability, they’d outscale the initiatives of Oculus, HTC, and Samsung combined. Heck, Apple “only” sold 700m iPhones, total, as of last year” – Fast Company
Through a deep dive into the cultural context of Swedish families, we discovered that the relevance of happy meal is not anchored in competitive offerings but the culture of play and sustainability. Which is breeding its irrelevance among both little and large.
Once the idea Happy Goggles was in place, we then had to think bigger than our budget and find a way to generate as much hype as possible. So we looked to the best hype generators in the business: Silicon valley. And set-up a strategy unheard of in our industry: Rather than behaving like QSR-brand, let’s launch Happy Goggles as a tech innovation.
Aiming to create a communication ecosystem based around the principles for a premium tech launch. We used unconventional methods like product webpages, video-game launch, product launch/review films, keynote events and influencer marketing to spread our message. We even launched at SxSW!