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Tummyfish
案例简介：活动描述 如果孩子们沉浸在一个美好的故事中，他们会相信任何事情，所以我们使用丰富多彩的插图故事书和突破性的交互式移动应用程序，让他们相信他们肚子里有一条鱼, 他们需要通过每天喝水来照顾它。使用手机的相机，我们能够神奇地将管鱼放在孩子们的肚子里。这种技术使我们能够将现实世界与虚拟世界连接起来，并保持 Tummyfish 存在的错觉。然后孩子们不得不照顾他们的新朋友。Tummyfish 的行为反映了孩子们的饮酒习惯，每天使用父母输入的数据。饮用水让他们的 Tummyfish 保持快乐和健康，而含糖饮料让她悲伤和迟钝。改善饮酒习惯的孩子看着他们的朋友成长，并得到迷你游戏的奖励，而父母能够监控消费和跟踪行为变化。 概要 饮用水对你的健康和幸福至关重要。但是孩子们喜欢五颜六色的含糖饮料，认为水很无聊。因此，根据世界卫生组织的数据，中东 43% 的孩子健康状况不佳，因为他们没有喝足够的水。雀巢推出 U4HK 计划，帮助世界各地的孩子养成更健康的生活习惯。因此，我们必须让饮用水变得有趣，并鼓励孩子们自己做出更健康的饮酒选择，而不是父母唠叨他们这样做。随着孩子们越来越精通科技，我们拥抱讲故事、移动游戏化和积极强化来娱乐和教育他们。 执行 我们制作了一本插图精美的儿童书籍，并在中东各国的学校和书店发行。这本书引导家庭下载了交互式移动应用程序，该应用程序是为安卓和 iOS 平台开发的，使用英语和阿拉伯语。故事还在继续，让孩子们见到他们自己的 Tummyfish。Tummyfish 的行为反映了孩子们的饮酒习惯，每天使用父母输入的数据。改善饮酒习惯的孩子可以看着他们的朋友成长，并得到迷你游戏的奖励，而父母可以通过日常提醒和统计来监控消费和跟踪行为变化。一旦 Tummyfish 被引入中东并被证明是成功的，我们就扩大了我们的范围，将它引入该地区以外的更广泛国家。 结果 Tummyfish 正在引起轩然大波，目前在世界 11 个国家的 500,000 多个 tummies 生活。使用创新移动应用程序的孩子表现出了积极的行为变化，用水量增加了 79%，到目前为止，总共解锁了 150万多个奖励。Tummyfish 被迪拜卫生局选中，该机构在迪拜创新周举办了该活动，并将其选为 2016年第一健康和健康应用。这项运动非常有效，以至于迪拜政府也认可了它，并将其作为阿联酋学校教学工具的国家学校课程的一部分。这只是一个开始，因为 Tummyfish 现在正在适应其他语言，并在全球推广，以帮助更多的孩子过上更健康的生活。 战略 年轻的孩子可以相信，如果它被包装在一个有趣的故事中，它就存在。因此，我们以 4 到 12 岁的孩子为目标，制作了一本彩色插图故事书，在学校和书店分发，讲述一条 Tummyfish 的故事，以及他们如何得到自己的 Tummyfish。这本书让家长们看到了我们创新的移动应用，故事还在继续，让孩子们可以见到他们自己的 Tummyfish。通过在儿童和他们的 Tummyfish 之间建立联系，我们通过一系列与儿童饮料选择直接相关的积极和消极反应来实现这一点, 我们设法教孩子们更健康的习惯和饮酒选择，因为他们关心他们的朋友。
Tummyfish
案例简介：CampaignDescription Kids will believe anything if it’s wrapped up in a nice story, so using a colorful illustrated storybook and a breakthrough interactive mobile app, we convinced them that they had a fish living in their tummy, which they needed to care for by drinking water every day. Using the mobile phone’s camera we were able to place the Tummyfish magically in kids bellies. This technique allowed us to bridge the real world with the virtual one and maintain the illusion of Tummyfish’s existence. The kids then had to care for their new friend. Tummyfish’s behaviour mirrored the children’s drinking habits, using data input from the parents each day. Drinking water kept their Tummyfish happy and healthy whilst sugary drinks make her sad and unresponsive. Kids who improved their drinking habits watched their friend grow and were rewarded with mini-games, while parents were able to monitor consumption and track behaviour change. Synopsis Drinking water is essential for your health and well-being. But kids love colourful sugary drinks and think water is boring. As a result, according to the World Health Organisation, 43% of kids in the Middle East suffer poor health because they don’t drink enough water. Nestle launched the U4HK initiative to help kids around the world adopt healthier lifestyle habits. So we had to make drinking water fun and encourage kids to make healthier drinking choices themselves instead of parents nagging them to do so. With kids becoming more tech savvy, we embraced storytelling, mobile gamification and positive reinforcement to entertain and educate them. Execution We produced a beautifully illustrated children’s book and distributed it in schools and bookstores in countries across the Middle East. The book led families to download the interactive mobile app, developed for both Android and iOS platforms in English and Arabic. There the story continues, allowing kids to meet their very own Tummyfish. The behaviour of Tummyfish mirrored the children’s drinking habits, using data input by the parents each day. Kids who improved their drinking habits could watch their friend grow and were rewarded with mini-games, while parents were able to monitor consumption and track behavior change with daily reminders and statistics. Once Tummyfish had been introduced and proved successful in the Middle East, we broadened our scope, by introducing it to a wider range of countries outside the region. Outcome Tummyfish is making a big splash and is currently living in over 500,000 tummies in 11 countries around the world. Kids who use the innovative mobile app have demonstrated a positive behavior change with a 79% increase in water consumption, adding up to over 1.5 million rewards unlocked so far. Tummyfish was picked up by the Dubai Health Authority who featured the campaign at the Dubai Innovation Week and voted it as the number one health and wellness app of 2016. The campaign has been so effective that the Dubai government has also endorsed it, and made it part of the National Schools Curriculum as a teaching tool in schools across the emirate. This is just the beginning as Tummyfish is now being adapted to other languages and being rolled out globally in order to help even more children live healthier lives. Strategy Young kids can be convinced that something exists if it’s wrapped up in an entertaining story. So we targeted kids between the ages of 4 to 12 with a colourful illustrated storybook, distributed in schools and bookstores that tells the tale of a Tummyfish and how they could get their own one. The book led parents to our innovative mobile app where the story continues, allowing kids to meet their very own Tummyfish. By creating a connection between kids and their Tummyfish, which we achieved through a range of positive and negative reactions directly related to children's drink choices, we managed to teach kids healthier habits and drinking choices as they cared for their friend.
Tummyfish
案例简介：活动描述 如果孩子们沉浸在一个美好的故事中，他们会相信任何事情，所以我们使用丰富多彩的插图故事书和突破性的交互式移动应用程序，让他们相信他们肚子里有一条鱼, 他们需要通过每天喝水来照顾它。使用手机的相机，我们能够神奇地将管鱼放在孩子们的肚子里。这种技术使我们能够将现实世界与虚拟世界连接起来，并保持 Tummyfish 存在的错觉。然后孩子们不得不照顾他们的新朋友。Tummyfish 的行为反映了孩子们的饮酒习惯，每天使用父母输入的数据。饮用水让他们的 Tummyfish 保持快乐和健康，而含糖饮料让她悲伤和迟钝。改善饮酒习惯的孩子看着他们的朋友成长，并得到迷你游戏的奖励，而父母能够监控消费和跟踪行为变化。 概要 饮用水对你的健康和幸福至关重要。但是孩子们喜欢五颜六色的含糖饮料，认为水很无聊。因此，根据世界卫生组织的数据，中东 43% 的孩子健康状况不佳，因为他们没有喝足够的水。雀巢推出 U4HK 计划，帮助世界各地的孩子养成更健康的生活习惯。因此，我们必须让饮用水变得有趣，并鼓励孩子们自己做出更健康的饮酒选择，而不是父母唠叨他们这样做。随着孩子们越来越精通科技，我们拥抱讲故事、移动游戏化和积极强化来娱乐和教育他们。 执行 我们制作了一本插图精美的儿童书籍，并在中东各国的学校和书店发行。这本书引导家庭下载了交互式移动应用程序，该应用程序是为安卓和 iOS 平台开发的，使用英语和阿拉伯语。故事还在继续，让孩子们见到他们自己的 Tummyfish。Tummyfish 的行为反映了孩子们的饮酒习惯，每天使用父母输入的数据。改善饮酒习惯的孩子可以看着他们的朋友成长，并得到迷你游戏的奖励，而父母可以通过日常提醒和统计来监控消费和跟踪行为变化。一旦 Tummyfish 被引入中东并被证明是成功的，我们就扩大了我们的范围，将它引入该地区以外的更广泛国家。 结果 Tummyfish 正在引起轩然大波，目前在世界 11 个国家的 500,000 多个 tummies 生活。使用创新移动应用程序的孩子表现出了积极的行为变化，用水量增加了 79%，到目前为止，总共解锁了 150万多个奖励。Tummyfish 被迪拜卫生局选中，该机构在迪拜创新周举办了该活动，并将其选为 2016年第一健康和健康应用。这项运动非常有效，以至于迪拜政府也认可了它，并将其作为阿联酋学校教学工具的国家学校课程的一部分。这只是一个开始，因为 Tummyfish 现在正在适应其他语言，并在全球推广，以帮助更多的孩子过上更健康的生活。 战略 年轻的孩子可以相信，如果它被包装在一个有趣的故事中，它就存在。因此，我们以 4 到 12 岁的孩子为目标，制作了一本彩色插图故事书，在学校和书店分发，讲述一条 Tummyfish 的故事，以及他们如何得到自己的 Tummyfish。这本书让家长们看到了我们创新的移动应用，故事还在继续，让孩子们可以见到他们自己的 Tummyfish。通过在儿童和他们的 Tummyfish 之间建立联系，我们通过一系列与儿童饮料选择直接相关的积极和消极反应来实现这一点, 我们设法教孩子们更健康的习惯和饮酒选择，因为他们关心他们的朋友。
Tummyfish
案例简介：CampaignDescription Kids will believe anything if it’s wrapped up in a nice story, so using a colorful illustrated storybook and a breakthrough interactive mobile app, we convinced them that they had a fish living in their tummy, which they needed to care for by drinking water every day. Using the mobile phone’s camera we were able to place the Tummyfish magically in kids bellies. This technique allowed us to bridge the real world with the virtual one and maintain the illusion of Tummyfish’s existence. The kids then had to care for their new friend. Tummyfish’s behaviour mirrored the children’s drinking habits, using data input from the parents each day. Drinking water kept their Tummyfish happy and healthy whilst sugary drinks make her sad and unresponsive. Kids who improved their drinking habits watched their friend grow and were rewarded with mini-games, while parents were able to monitor consumption and track behaviour change. Synopsis Drinking water is essential for your health and well-being. But kids love colourful sugary drinks and think water is boring. As a result, according to the World Health Organisation, 43% of kids in the Middle East suffer poor health because they don’t drink enough water. Nestle launched the U4HK initiative to help kids around the world adopt healthier lifestyle habits. So we had to make drinking water fun and encourage kids to make healthier drinking choices themselves instead of parents nagging them to do so. With kids becoming more tech savvy, we embraced storytelling, mobile gamification and positive reinforcement to entertain and educate them. Execution We produced a beautifully illustrated children’s book and distributed it in schools and bookstores in countries across the Middle East. The book led families to download the interactive mobile app, developed for both Android and iOS platforms in English and Arabic. There the story continues, allowing kids to meet their very own Tummyfish. The behaviour of Tummyfish mirrored the children’s drinking habits, using data input by the parents each day. Kids who improved their drinking habits could watch their friend grow and were rewarded with mini-games, while parents were able to monitor consumption and track behavior change with daily reminders and statistics. Once Tummyfish had been introduced and proved successful in the Middle East, we broadened our scope, by introducing it to a wider range of countries outside the region. Outcome Tummyfish is making a big splash and is currently living in over 500,000 tummies in 11 countries around the world. Kids who use the innovative mobile app have demonstrated a positive behavior change with a 79% increase in water consumption, adding up to over 1.5 million rewards unlocked so far. Tummyfish was picked up by the Dubai Health Authority who featured the campaign at the Dubai Innovation Week and voted it as the number one health and wellness app of 2016. The campaign has been so effective that the Dubai government has also endorsed it, and made it part of the National Schools Curriculum as a teaching tool in schools across the emirate. This is just the beginning as Tummyfish is now being adapted to other languages and being rolled out globally in order to help even more children live healthier lives. Strategy Young kids can be convinced that something exists if it’s wrapped up in an entertaining story. So we targeted kids between the ages of 4 to 12 with a colourful illustrated storybook, distributed in schools and bookstores that tells the tale of a Tummyfish and how they could get their own one. The book led parents to our innovative mobile app where the story continues, allowing kids to meet their very own Tummyfish. By creating a connection between kids and their Tummyfish, which we achieved through a range of positive and negative reactions directly related to children's drink choices, we managed to teach kids healthier habits and drinking choices as they cared for their friend.
Tummyfish
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Tummyfish
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