ENTROPIA, PART OF ACCENTURE SONG, Kuala Lumpur / GOODDAY / 2022
Why is this work relevant for Titanium?
Happee PPE broke conventions by showing how PPE suits can bring happiness to the most overlooked COVID-19 patient group: children. Changing the medical PPE suits in pediatric wards takes more than an ad campaign. It requires a co-creation movement with children at the centre of everything.
Whether it’s being inspired by children, designed by children or delivered to the children, Happee PPE brought goodness & happiness to children in the already scary world of the pandemic.
This led to the goodness of Goodday being highly talked about not just among consumers, but also within the pediatric wards of hospitals.
Ever since the pandemic, seeing photos of people in Personal Protective Equipment (PPE) suits have had a different effect. Once inflicted by the COVID-19 virus, it’s a horrifying enough experience for an adult, let alone for children to be isolated from their parents in hospital rooms, being surrounded by intimidating doctors in medical PPEs.
In conjunction with International Children’s Day, Goodday milk, in line with their mantra of “Let The Goodness Flow”, wanted to be there for their consumers: the children and bring goodness to them especially in scary situations like COVID-19.
Although we can’t control when a child gets COVID-19, we can control the environment that they receive their treatment in. And it all starts with changing the intimidating-looking medical PPEs to be more children-friendly and bring more happiness to children in pediatric wards.
Describe the creative idea
Goodday presents Happee PPEs: The World’s First Happiest PPE Suits. It’s a co-creation mission to makeover PPE suits by integrating children’s cute, vibrant artwork onto our empty-looking PPE canvas. This transformed the atmosphere children experience their treatment in pediatric wards, turning children from crying & scared patients, into smiling & happy children.
They say to change the way a child sees the world, we need to first see the world through another child’s eyes. We knew that to make a difference, our Happee PPEs need to be designed by another child in their own visual language, not polished designs like an adult.
Without communicating directly to children, we recruited our Happee children designers through their parents and leverage on the power of PR & social to spread our mission.
Describe the strategy
Hospitals are quite strict with any changes in policies, especially ones involving the children they’re treating. To achieve our mission, it was vital for us to generate a big enough movement to open the doors for pediatric wards to adopt our Happee PPEs.
For these pediatric wards, children is at the heart of everything that they do. It was key for us to embody the same spirit, putting children at the essence of our whole mission. From showing how the Happee PPEs were inspired by children, designed by children, and delivered to children is at the core element of our amplification.
Describe the execution
We kickstarted recruitment for our Happee PPE designers with a PPE drawing contest, encouraging parents to shine the spotlight on their children’s artistic talents with the reward of a scholarship fund as a prize. The contest was only open to children under 12 years old.
Upon the contest closing, we brought their artworks to life by printing out 10,000 custom-made Happee PPE suits and gifted it to hospitals’ pediatric wards nationwide.
When the government announced that children can get vaccinated, we took over children’s vaccination centres and transformed the mundane vaccination booths into Happee vaccination booths decorated with children’s artwork from the contest.
Multiple media covered this first-time ever initiative, resulting in big buzz by both the healthcare community and the public on the cute Happee PPEs across TV news channels, newspapers, TikTok, content portals, forums, Youtube and social media.
List the results
The initiative touched the hearts of many children, parents & the healthcare community alike.
Participation rate for our design recruitment was overwhelming, We received 3.33x more design entries than our target.
Doing good triggered impact for the brand:
-Curiosity for the brand with surged +48% in searches (vs pre-campaign).
-Top-of-mind increased by +14%,.
-Sales value uplift of +13% vs the average monthly sales of total YTD 2021.
-Higher frequency of consumption as Brand Used Most Often (BUMO) improved by +10% vs pre-campaign.
-For every RM1 spent = RM53.80 in sales revenue for Goodday during the campaign period.
Most importantly, it changes the way children & the health community experience the PPE suits with more than 27 pediatric wards adopted our Happee PPE suits within 3 weeks after our campaign.
This all goes to show how doing good for Goodday can also translate to good business impact.
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