The Campaign

Sappe utilize technology to explore if women’s eating habit affect their happiness. “Sappe Happy Meter” was developed to measure women’s brainwave activity while interviewing women’s participants of their eating habit to explore whether they truly feel happy about their eating habit.

Creative Execution

To illustrate degrees of the feeling “happy” and “not-so-happy”, “Sappe Happy Meter” was developed from “Kansei Emotion Analyzer” platform, adapted the technology, and successfully found a value index that can measure “happiness” The application works with a headset, used to detect emotion from brain activity. The brain activity is shown as plotted graph and value index of “happiness”, and visualized as blooming flowers when the value index is high and withering flowers when the value index is low.

From the tests with 100 women revealed that low calories food/drink can significantly reduce both physical and emotional stress which resulted in maintained happiness score both when eating and after eating. The brand took the test to Siam Square, a teenage hang-out hotspot, and shot the whole experiment; made a VDO; and shared it on social media. The VDO went viral and created conversation on public press and social media wildly. The VDO was posted on Sappe’s Facebook fan page rocketed with comments and its engagement rose to 2000%. During the campaign, Sappe’s market share grew from 43% to 47%. “Sappe Happy Meter” campaign innovatively differentiates the brand and outshine all other functional drinks competitors. As the brand that stands for women’s happiness, Sappe has succeeded in capturing women’s attention and in encouraging them to take care of what they eat and embrace what the true happiness.

‘Eating’ is women’s social event in Thailand. Shot food, selfie and share on social media become their norm. They are not aware that these habits may lead to unhealthy consequence. Sappe want to raise awareness on taking serious care of Thai women’s eating habit. Sappe co-developed ‘Happy Meter’ utilizing neuro technology measuring brainwave signal of women’s happiness when eating. The truth revealed and stirred conversation wildly.