Title | EMOJI RESCUE |
Brand | UNILEVER |
Product/Service | WALL'S |
Category |
A04. Data Storytelling |
Entrant
|
adam&eveDDB London, UNITED KINGDOM
|
Idea Creation
|
adam&eveDDB London, UNITED KINGDOM
|
Media Placement
|
MINDSHARE London, UNITED KINGDOM
|
Production
|
CAIN & ABEL London, UNITED KINGDOM
|
Credits
Ben Priest |
adam&eveDDB |
Group Chief Creative Officer |
Richard Brim |
adam&eveDDB |
Chief Creative Officer |
Simon Lloyd |
adam&eveDDB |
Creative Director |
Eduardo Balestra |
adam&eveDDB |
Creative |
Henry Westcott |
adam&eveDDB |
Creative |
Natalie Curran |
adam&eveDDB |
Agency Producer |
Rumit Shah |
adam&eveDDB |
Agency Producer |
Chris Jackson |
adam&eveDDB |
Business Director |
Tara Beckefeld |
adam&eveDDB |
Account Director |
Campbelle Saville-Smith |
adam&eveDDB |
Account Manager |
Charlotte Wood |
adam&eveDDB |
Planner |
Greg Lepski |
Psycle Interactive |
Technical Director |
Brett Kelsey |
cain&abel |
Executive Producer |
Stuart Henderson |
Producer |
Producer |
Lauren O’Shea |
cain&abel |
Producer |
Noemie Bottiau |
cain&abel |
DOP |
Simon Pearson |
cain&abel |
Editor |
Ed Christie |
cain&abel |
Post Production |
Alex Fairman |
King Henry |
Head of Design |
Santi Rey |
King Henry |
Designer |
The Campaign
Because Wall’s takes happiness seriously, they decided to take on the UK’s state of happiness one sad emoji at a time. We monitored the use of sad emojis on Twitter and surprised unhappy Tweeters with the one thing that would we know would make them smile, ice cream ? Because no one deserves to be sad, especially not on International Day of Happiness.
The International Day of Happiness campaign achieved an overall reach of 5.5million impressions and garnered PR coverage in various national and international press outlets, including The Daily Mail and The Mirror and MSN.com.
But perhaps more importantly, we were able to turn 85% of the sad emojis we directly engaged with into happy ones ?
Due to the campaign’s success, it will be embedded in 2018 purpose led communications for Wall’s brands outside of the UK.
For Emoji Rescue, we monitored emoji usage on Twitter in the UK and we were able to determine the nation’s state of happiness, including identify patterns in the nation’s emotional highs and lows in response to real-time events. For Wall’s this enabled us to communicate against the brand idea that ‘Wall’s takes happiness seriously’ and ultimately tell a story that conveyed the happiness-inducing qualities of Wall’s ice creams.
Wall’s research in the past has shown that ice cream can be linked with happiness. Given its proven ability to turn a frown upside down, we sought to find a way to communicate this in a way which was motivating to our British audience.
We identified that the most prevalent signs of sadness amongst this audience were the use of sad emojis on our audience’s social network channels. Our strategy was simple, identify those uses of sad emojis in everyday situations and surprise them with our happiness-inducing products, ice cream.
We then created a data tool that could track emoji usage against real time events on Twitter to identify patterns in the nation’s emotional highs and lows and then we reactively broadcasted these happiness stats nationwide on social and digital OOH to further create the link between happiness and Wall’s ice cream.