We started with the insight 'laughter is the best medicine' - the health benefits of laughter are well established. This was brought to life and taken directly to the consumer with a Haha Car - a specially designed car that could go around telling jokes. A telephone hotline was set up where people could submit jokes. These jokes were told to consumers in a series of events across the country.

4 million calls to the hotline56,000+ jokes submitted400,000+ direct contacts on-ground20% Overall Growth15% Rise in Growth