Norwich Union - Happy's Back
The thought behind 'Happy News' was to create a form of messages from Norwich Union under the umbrella of the Happy character which would remain integrated with the ATL campaign.
Consumers aware of the campaign would view Happy News as 'News from Happy' but consumers experiencing the campaign for the first time online and not being aware of Happy the character, would simply see the concept as some positive 'happy' messages and offers from Norwich Union in the light of the current economic climate.
We developed a number of different executions all focusing on delivering Happy News, for example poster men putting up posters over the top of websites, paper boys throwing newspapers with headlines out onto the users screen.