| Title | HAPPYTABLE |
| Brand | MCDONALD'S |
| Product / Service | HAPPYMEAL |
| Category | A02. Best Use of Merchandising/In-Store Marketing |
| 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 | Project Manager |
| 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 Chunguan | 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 |
McDonald's wanted to refresh the HappyMeal for the digital generation. But we didn't want to go digital for digital's sake. We wanted it to be meaningful. The insight: 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.
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 in-store displays that engage children in a more insightful and meaningful way.
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.
HappyMeal is all about making mealtime a happier time for the little ones. To them, a HappyMeal is not just food in a box, it is an experience. So, with this campaign, we wanted to extend that experience of happiness to even the table that the food is sitting on. And as part of the promotion, we rewarded children with the fastest track times with apple pies, sundaes and other McDonald's treats.