Wheel of Happiness


Wheel of Happiness

In the run–up to Christmas, children’s company Chicco needed to increase consumer spending on toys to at least £20 per purchase.

We created a fun competition mechanic called the Wheel of Happiness to make this happen, giving customers a guaranteed prize every time they spun the wheel.

Prizes included weekend trips to Disneyland Paris, days out at Legoland, personalised photo books, Chicco toys and a Venture Photography portrait session. The prize fund totalled more than £100,000, supported by extensive point–of–sale material in key retailers and online.

Consumers loved the Wheel of Happiness – so much so that it led to a double–digit growth in toy sales and 120% uplift in consumer engagement.

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