Title	UP UP HIPPO
Brand	PEPSICO POLAND
Product/Service	EDUCATIONAL PROGRAM
Category	C02. Use of Mobile
Entrant	DELOITTE DIGITAL Lodz, POLAND
Idea Creation	DELOITTE DIGITAL Lodz, POLAND
PR	DELOITTE DIGITAL Lodz, POLAND
Production	DELOITTE DIGITAL Lodz, POLAND

Name	Company	Position
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 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.

Campaign Success

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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, Fubiz, Appolicious). 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!

Explain why the method of promotion was most relevant to the product or service

Up Up Hippo is an educational program that activates children and encourages them to recycle. It doesn't just show how to recycle. Kids need to literally crush a plastic bottle in order to participate and play the funny game.

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.