advertising that makes people happy
Case Video: Hershey’s Happygrams
CHALLENGE
In today’s hyper-busy, hyper-demanding world, there are a million reasons for women to frown everyday. How can Hershey’s give them a million reasons to smile instead?
INSIGHT
The answer was in our chocolate bars. Research showed women often keep a Hershey bar on hand in case they needed a burst of cheer to make an unhappy moment a little better. We saw an opportunity to do more. Could we make advertising with the same happy-inducing effect as the Hershey’s bars?
IDEA
Happygrams - virtual chocolate bars carrying happy thoughts that act like Hershey’s chocolates, making everyday moments better.
We listened to the ups and downs of women in Manila and responded in real time with a personalized Happygram.
We even created a Happygram maker for them to make their own and share with friends needing a smile. We then selected the best Happygrams and put them on real Hershey’s chocolate bars – bringing more reasons to smile from the virtual to the real world.
CAMPAIGN RESULTS
REAL-TIME PERSONALIZED SOCIAL INTERJECTIONS
We designed the Happygrams based on the iconic Hershey’s bars, replacing the brand name with happy thoughts associated with personal moments girls feel an affinity for. From self-affirmative mantras to fun compliments and thoughtful reassurances, every Happygram is meant to make the recipient smile and features a link to reveal a personal message on the Happygram Maker.
THE HAPPYGRAM MAKER
Hosting all the personal Happygrams created for users, the Happygram Maker is a mobile responsive microsite where users could read messages made just from them designed as animated ‘chocolate’ refrigerator magnet poetry. Users could then share the card or create their own messages, choosing animated themes with music to send to their friends. The site also contains a user gallery where the best user-created messages are then turned into real Hershey’s labels and made available in stores.
HOW TO PARTICIPATE – Write down a happy thought, take a photo, and share it with tag #happygrams