Coca-Cola's 'Open Happiness' activation with 'Hug me' vending machine
Conceptualised by O&M Singapore, the machine brings a smile, positivity, and optimism in people's lives
BestMediaInfo Bureau | Delhi | April 17, 2012
The Coca-Cola Company and Ogilvy & Mather have created the 'Cola-Cola Hug Machine' to bring doses of happiness into the lives of people anywhere and everywhere. This regional initiative, which is part of 'Open Happiness', The Coca-Cola Company's global marketing campaign, started in Singapore.
People were pleasantly surprised to see a regular-looking Coca-Cola vending machine with the words 'Hug me' in large letters on the front. Those bold enough to embrace the machine were rewarded with cans of ice-cold Coca-Cola.
“Happiness is contagious. The Coca-Cola Hug Machine is a simple idea to spread some happiness,” explained Leonardo O'Grady, Asean IMC Director, The Coca-Cola Company. “Our strategy is to deliver doses of happiness in an unexpected, innovative way to engage not only the people present, but the audience at large.”
O'Grady further said, “Whether you were hugging the machine or experiencing the event online, our goal was the same - to put a smile on your face and share that emotional connection. Reactions were amazing… people really had fun with it and at one point we had four to five people hugging the machine at the same time as well as each other! In fact, there was a long line of people looking to give hugs – it was really heartwarming. ”
'Open Happiness', a global creative campaign launched in 2009, invites people around the world to bring positivity, optimism and fun into their lives. At the core of the campaign the message is for consumers to open a Coke and share a little happiness.
“We're excited to work with The Coca-Cola Company in delivering what is really a very simple idea. All you need to do is give the Coca-Cola Hug Machine a hug and it will love you back, by giving you a free Coke. Something simple and engaging, that lifts people's spirits and brings a smile to their face,” explained Louise Kuegler, Regional Business Director at Ogilvy & Mather Asia Pacific.
Online platforms such as Facebook, Twitter, and even blogs, were abuzz with videos and updates of the Coca-Cola Hug Machine on the same day.
With the success of the Coca-Cola Hug Machinein Singapore, there are now plans to roll it out across Asia to bring the same happiness to consumers from other countries.
Watch the activation video:
Credits:
Client: Coca-Cola Singapore
Client team: Leonardo O' Grady, Rommel Fuentabella, June Kong Dhanabalan, Stella Yap, Andrew Jeffrey, Shakir Moin, James Chin
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