Musical video to make parents and kids think reading time is happy time

Together with McDonald’s, we created a new super star “Happy” to influence its fans, through co-op with the most popular kid channels. We created a customized music video to encourage parents to dance alongside their kids over the “Happy Reading” song.

Invite Family from retail store to book store

We decorated the children’s book section at Eslite, a prestigious bookstore in Taiwan, into a “Happy Bookstore”.

Endorsement from credible parties

We gathered endorsement from government organizations, NGOs and key media to support “Happy Reading“ campaign.

McDonald’s won back parents’ trust and brought good score on the attribute of “enjoyment of happy family time at McDonald’s”.

• 600,000 picture books had been delivered to the children in just one month by McDonald’s, meaning more than half of the children under six years old had their parents reading stories together.

• “Happy Meal” (combo meal with book) monthly sales in May increased by a +28% compared to March

• Parents Penetration increased from 60% to 62%

• Parents Average Visit Per Month grew from 3.4 to 4.1 (20.5% growth)

• “Place Children Enjoy” score increased from 73% to 76%