Coca-cola Ambient THE COKE HUG MACHINE by Ogilvy & Mather Singapore

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THE COKE HUG MACHINE

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Industry Soft Drinks
Media Ambient
Market Singapore
Agency Ogilvy & Mather Singapore
Designer Eunice Ng, Sean Soo. Pr
Released June 2012

Awards

Spikes Asia 2012
Outdoor Special Build Silver

Credits & Description

Advertiser THE COCA-COLA COMPANY
Product COCA-COLA
Entrant OGILVY & MATHER SINGAPORE, SINGAPORE
Type of Entry Outdoor: Ambient
Category Special Build
Title 'THE COKE HUG MACHINE'
Advertiser/Client THE COCA-COLA COMPANY
Product/Service COCA-COLA
Entrant Company: OGILVY & MATHER SINGAPORE, SINGAPORE
Advertising Agency: OGILVY & MATHER SINGAPORE, SINGAPORE
Steve Back Chief Creative Officer
James Procter Executive Creative Director
James Procter/Kevin Joseph/Troy Lim Copywriter
Steve Back/David Stevanov/Jon Loke Art Director
Louise Kuegler Account Supervisor
Leonardo O'grady Advertiser's Supervisor
James Brook-Partridge/Alvin Chin Producer
Jiamei Tay Account Manager
Mark Sinnock Planner
Jiamei Tay Account Manager
Mark Sinnock Planner
Designer: Eunice Ng/Sean Soo. Pr: Samantha Burgess-Allen/Marion Mcdonald/Chelsea Chen/Angel Chen Other Credits
Description of Ambient execution:
'Open Happiness', a global Coca-Cola platform, invites people around the world to bring positivity, optimism and fun into their lives by opening a Coke to share a little happiness. As a demonstration of the brand platform we introduced 'The Coke Hug Machine'- the world's first vending machine with sensors around it that recognises a human hug. ie. You give the machine a little love and it returns the favour with a Coke. The Hug Machine was placed in the National University of Singapore in the middle of exam week to relieve a little tension and the results were amazing. Media coverage over just 3 weeks generated 116million+ impressions, including 1.5million+ video views of the stunt (source: agency media monitoring). Coverage spread worldwide: Network TV:ABC Good Morning America /CBS/CNN/NBC etc. Online news:The Huffington Post/Forbes/ TIME/mashable/ MSN/Yahoo News/Sina/ Herald Sun/China Daily etc. Social media networks:Twitter/facebook/YouTube/YouKu/Sina Weibo etc This resulted in a 23% uplift in purchase intent that translates to an incredible 4.2million more cans in Singapore alone. All for just US$20,000 investment.