Coca-cola Ambient, Case study COCA-COLA'S HELLO by Ogilvy & Mather Tokyo

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COCA-COLA'S HELLO

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Industry Soft Drinks, Vending Machines
Media Ambient, Case study
Market Japan
Agency Ogilvy & Mather Tokyo
Released June 2012

Awards

Spikes Asia 2012
Media Best Use of Digital Media Bronze

Credits & Description

Advertiser COCA-COLA JAPAN
Product VENDING MACHINE
Entrant OGILVY & MATHER JAPAN Tokyo, JAPAN
Type of Entry Media: Use of Media
Category Best Use of Digital Media
Title COCA-COLA'S HELLO
Advertiser/Client COCA-COLA JAPAN
Product/Service VENDING MACHINE
Entrant Company: OGILVY & MATHER JAPAN Tokyo, JAPAN
Advertising Agency: OGILVY & MATHER JAPAN Tokyo, JAPAN
David Elsworth Coca-Cola Japan Senior Vice President Creative Excellence/Marketing/New Business
Koki Yamashita Coca-Cola Japan Creaive Excellence Group Manaer
Kent Wertime Ogilvy And Mather Japan President/Executive Manager
Sanjay Chaudhari Ogilvy And Mather Japan Agency Account Director
Takehiro Yasuda Ogilvy And Mather Japan Group Account Director
Yosei Matsuhashi Ogilvy And Mather Japan Account Executive
Shingo Ichimura Ogilvy And Mather Japan Executive Creative Director
Chris Gurney Ogilvy And Mather Japan Creative Director
Federico Garcia Ogilvy And Mather Japan Creative Director
Tim Schultz Ogilvy And Mather Japan Copywriter
Hideo Koga Ogilvy And Mather Japan Copywriter
Andy Fenning Ogilvy And Mather Japan Art Director
Junkichi Tatsuki Ogilvy And Mather Japan Art Director
Martin Heng Ogilvy And Mather Japan Art Director
Shinichi Ishikawa Ogilvy And Mather Japan Digital Planning Director
Yosuke Shibuya Ogilvy And Mather Japan Junior Digital Planning Director
Results and Effectiveness:
One million vending machines. 20 million transactions. 20 million opportunities to build a closer relationship with their customers. A day.
Creative Execution:
Through a QR code on each vending machine, consumers can be friend each and every one of them, each and every one of them having their own name, characteristics and personality. Consumers could talk, play and interact with the vending machines (the brand!) everyday. This way we gave the brand the possibility to reach their customers everyday, without buying any media spaces whatsoever. With one idea, we managed to turn one million vending machines into one million touch-points for the brand interact with their customers. For a brand like Coca-Cola, in a country like Japan and its media landscape, that's saying a lot.
Insights, Strategy and the Idea:
In Japan, almost every media is controlled by one and only advertising agency. And that can become a little bit of a problem. Media space is scarce, limited and extremely expensive. We needed to come up with an idea that could give us the opportunity to interact one on one on a daily basis with our customers, avoiding the existing media, and giving us the possibility to interact with our consumers on a daily basis.