Product / ServiceHAPPYMEAL
CategoryA04. Best Use of Ambient Media: Small Scale


Name Company Position
Nadene Tam Ddb Group Singapore Account Executive
Yih Cheng Yak Ddb Group Singapore Account Director
Evelyn Loh Ddb Group Singapore Group Account Director
Antonio Valentino Ddb Group Singapore Producer
Leslie Goh Ddb Group Singapore Associate Project Director
Andrew Candraditya Ddb Group Singapore Mobile Application Engineer
Sean Lee Ddb Group Singapore Rich Media Developer
Neo Chun Guan Ddb Group Singapore Digital Catalyst/Experience Planner
Arie Ganapathi Ddb Group Singapore Lead Mobile Engineer
Rosslyn Chay Ddb Group Singapore Associate Director/Experience Management
Yeo Wee Lee Ddb Group Singapore Head Of Technology
Elen Winata Ddb Group Singapore Art Director
Wu Yangwei Ddb Group Singapore Senior Art Director
Lester Lee Ddb Group Singapore Associate Creative Director/Copywriter
Ken Choo Ddb Group Singapore Integrated Creative Director/Art Director
Khalid Osman Ddb Group Singapore Creative Director/Art Director
Joji Jacob Ddb Group Singapore Group Executive Creative Director
Neil Johnson Ddb Group Singapore Chief Creative Officer

Results and Effectiveness

The ease of deploying the game (NFC sticker tags beneath tables) allowed us to turn restaurant tables into go-kart tracks for kids without much fuss and logistics. Kids spent an average of 7 minutes on the game and replayed it 3 times. The success of the first Ronald and Friends go-kart game has led to the possible development of new HappyTable™ games including Whac-A-Mole and Battleship.

Creative Execution

Introducing the HappyTable™. Using NFC technology, we turned ordinary looking tables into go-kart racetracks. First, we programmed NFC sticker tags to act like parts of a racetrack, much like Scaletrix tracks. Then we stuck these sticker tags on the underside of our restaurant tables so that they are invisible.When a kid hovers his smartphone over our ordinary-looking tables, the tables magically become McDonaldLand. By looking at our in-store decor like a child would, we were able to turn our tables into a medium that let us connect with children in a more insightful and meaningful way.

Insights, Strategy and the Idea

To an adult, McDonald's is just another restaurant. But to a child, it is more than that – it's a magical funhouse. A table can be a race-track, a chair can a horse, a tap can be a waterfall. Children are limited purely by their imagination and sense of wonder. So, to promote the HappyMeal brand, we decided to connect with children in a special way - their way. And so, we reimagined our restaurants the way a child would.