How much is a Coke worth to you? 50 cents? 1 euro? 2 euros? No? Well then, what about a hug? And no, this campaign has nothing to do with the 'likes' and virtual hugs that we can give just with a click of the mouse button. To get a Coke from the machine, you'll really have to hug it.
Following their 2009' global marketing campaign "Coke Side of Life", Coca-Cola created, in the same year, the "Open Happiness" campaign - developed by the Wieden + Kennedy creative agency. That campaign had the objective of invinting "...the billions of people around the world who love to pause and refresh themselves with a Coke to "Open Happiness" and continue to enjoy one of life's simple pleasures. That is the central message for "Open Happiness". And, the way I see it, they couldn't have took that premise more literaly. Isn't hugging one of life simplest pleasures?
"Open Happiness" is still in vigor today, and this new "Hug Me" marketing stunt is the new piece of the puzzle: a Coke vending machine was installed overnight at the National University of Singapore. It looks like a fairly ordinary machine, in the brand’s iconic and forever recognizable red and white. But instead of it’s logo, this machine says “Hug Me”, in the logo font. And instead of money, this machine responds only to the currency of hugs. Specifically, you have to squeeze the sides of the soda dispenser in a specific way to make a free Coke come out.
In a statement as part of the company’s "Open Happiness" campaign, Leonardo O’Grady, ASEAN IMC Director, The Coca Cola Company, explained that: “Happiness is contagious. The Coca Cola Hug Machine is a simple idea to spread some happiness. 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.”
In other words, they hope it goes viral throughout Asia, leading to outbreaks of random hugging, all with the Coca-Cola brand in mind. Since in Singapore the display of affection is not well regarded but is growing amongst the younger layers of the population, Coca-Cola positions itself like a supporter of the 'affectioned' youth.
This simple but well thought of marketing campaign was created by Ogilvy & Mather.
Sources:
Ana Nascimento
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