The Coca Cola happiness machine
The Campaign that took place in January 2010, won Clio’s prestigious Gold interactive award, one of the world’s most respected award for advertising, design and communications.
This ‘happiness machine’ campaign was a part of the global integrated campaign, ‘Open Happiness’. It was a result of efforts by Coca Cola Company and marketing agency Definition 6. The goal of the campaign was to share happiness and surprising moments with the consumers.
The Coca Cola vending machine was installed in a student cafeteria in a university campus and hidden cameras were placed tactically at various locations. What followed, later on, was completely unscripted.
They captured the event for 2 days and made a short film about the instant reactions of consumers when they got extra coke or other goodies, including, sunglasses, flowers, a twelve-foot ‘hero’ sub and the unstopping supply of Coca Cola bottles. The major idea behind it was to deliver happiness in an innovative way across to the consumers and not just a bottle of soda- and ultimately put a smile and build an emotional connect between the brand and its consumers.
Ultimately the short film made using the camera footage was shared on YouTube and it was viewed by 2.2 million people making the campaign a huge success.
