Objective:

The objective of the "Happiest Song in the World" iAd was to create a highly engaging and interactive advertising experience for GEICO within the Apple iAd platform. 

Target Audience:

The target audience for this iAd campaign was iPhone users who would engage with the ad within the iAd platform.

Platform and Experience:

The iAd leveraged the interactive capabilities of the iPhone platform within the Apple iAd environment. Users could engage with a series of interactive elements:

• Playing virtual instruments like the piano, drums, and guitar. 
• Answering questions designed to personalize their experience. 

These interactions culminated in the generation of a personalized "happiest song," incorporating immersive visual elements. Users could then download and use this song as their ringtone, further extending the iAd's impact.

Key Success Factors:

• Gamification and Interactivity: Providing users with control over their experience and allowing them to "play" with the iAd created a high level of engagement.
• Personalization: The ability to create a unique song tailored to their interactions enhanced the user experience and made it more memorable.
• Novelty: The concept of creating a personalized "happiest song" was a unique and attention-grabbing within the advertising landscape.

Results:

The "Happiest Song in the World" iAd exceeded industry benchmarks for engagement and usability. The campaign was a great success and received overwhelmingly positive feedback from GEICO.

Key Takeaways:

The "Happiest Song in the World" iAd demonstrated the effectiveness of creating highly interactive and personalized ad experiences within the mobile environment. The campaign's success reinforces the notion that, when executed well, mobile advertising can go beyond passive viewing and become an engaging and memorable experience for users.