Coca-cola Case study Happiness Refill by Ogilvy Sao Paulo

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Happiness Refill

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Industry Soft Drinks
Media Case study
Market Brazil
Agency Ogilvy Sao Paulo
Production Fulano Filmes
Director Carla Nobre - Beltrano Digital
Creative Director Eduardo Marques Porto
Released May 2012


London International Awards 2012
The NEW - Bronze Winner

Credits & Description

Entrant: Ogilvy Brasil, São Paulo
Coca-Cola - "Happiness Refill "
Corporate Name of Client: The Coca Cola Company
Client Account Director: Adriana Knackfuss
Agency Account Directors: Leticia Arlsanian/ Elaine Thompson/ Eloyse Gameiro/Mirna Abaurre
Planner: Bruno Cunha
Agency: Ogilvy Brasil , São Paulo
Chief Creative Officer: Anselmo Ramos
Executive Creative Directors: Claudio Lima/ Fred Saldanha
Creative Director: Eduardo Marques
Copywriters: Eduardo Marques/Flavio Tamashiro
Art Directors: Rafael Rizuto/Raphael Lucone
Agency Producers: Gilberto Filho/Juscelino Vieira/ Bruno Belcastro/Jô Cassiano/Moisés Richard/ Eduardo Medeiros/Joao Guilherme/Antonio Neto
Design Company: Ogilvy Brasil, São Paulo
Design Directors: Eduardo Garretano/Pablo Moura
Production Company: Fulano Filmes , São Paulo
Director: Carla Nobre
Sound Design Company: S de Samba, São Paulo
Sound Designer: Professor Pardal
Digital Operations Director: José Carlos Tinoco
Project Management: Paula Santana/Emerson Silva
UXD: Pablo Moura/Nasser Said/Priscila Loschiavo
Concept: Tiago Fernandes/Pedro di Nardo/Daniel Uchoa
Description of the Project
Coke wanted to insert their brand among the young emerging middle-class consumers who love their mobile phones, but can´t afford a generous data plan. Moreover, in Brazil most Wi-Fi spots aren’t free. So, they created the Happiness Refill: a dispenser machine with a built-in computer that connects via wi-fi to a Coke Mobile Browser (APP). Instead of dispensing soda, it fills up mobile phones with free data credits. Through the Happiness Refill App, teenagers can use the credits to navigate the internet.