Title | HAPPYTABLE |
Brand | MCDONALD'S |
Product / Service | HAPPYMEAL |
Category | A04. Best Use of Ambient Media: Small Scale |
Entrant | DDB GROUP SINGAPORE, SINGAPORE |
Entrant Company | DDB GROUP SINGAPORE, SINGAPORE |
Advertising Agency | DDB GROUP SINGAPORE, SINGAPORE |
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 |
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.
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.
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.