HAPPINESS IN BED by Happiness Brussels for Happiness Brussels

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HAPPINESS IN BED

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Belgium
Agency Happiness Brussels
Creative Director Grégory Titeca
Designer Andrea Ayala Closa
Released February 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: HAPPINESS BRUSSELS
Product/Service: ADVERTISING AGENCY
Agency: HAPPINESS BRUSSELS
Date of First Appearance: Feb 25 2010 12:00AM
Entrant Company: HAPPINESS BRUSSELS, BELGIUM
Entry URL: http://www.happinessinbed.com/
Creative Management: Karen Corrigan/Gregory Titeca (HAPPINESS BRUSSELS)
Creative Director: Gregory Titeca (HAPPINESS BRUSSELS)
Head of Art: Cecilia Azcarate Isturiz (HAPPINESS BRUSSELS)
Designer: Andrea Ayala Closa
Programming: (Bliss Interactive)
Media placement: Website - Happinessinbed.com - 20/11/2009
Media placement: Online PR - Blogs - 20/11/2009
Media placement: Offline PR - Worldwide Magazines - 20/11/2009

Describe the brief/objective of the direct campaign.
One of the main goals of the advertising agency Happiness Brussels is making people happy. Therefore, we do not only tackle challenges in advertising, but also in real life.

Explain why the creative execution was relevant to the product or service.
It is really annoying to have cold arms when reading in bed. So we came up with 'HAPPINESS IN BED', a blanket with sleeves and gloves, that keeps you warm while reading. We developed a prototype with fashion designer Andrea Ayala Closa that could generate a high talk value around the Happiness Brand and dispatch it via an online PR strategy through the relevant stakeholders and opinion leaders.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Obective : solve an everyday problem. Develop a product that makes people’s lives easier and that generates talk value and PR for Happiness Brussels.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
› More than 2 200 blog posts in design, innovation and trends. Including major opinion leading blogs such as Tree Hugger, Gizmodo, Buzzfeed, etc. › More than 500 000 pageviews on blogs. › Featured in offline magazines and newspapers all over the world. Marie-Claire Spain and Italy, D di donna, ART&DESIGN Beijing and many more. › More than 2 500 impressions on social media like Facebook, Twitter and Delicious. › More than 500 people subscribed on our mailing list or asked for more information about the product. › Exclusive sales licence asked for Sweden and the United States.