HAPPY ID by McCann Worldgroup Lima for Coca-cola

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HAPPY ID

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Industry Soft Drinks
Media Case study
Market Peru
Agency McCann Worldgroup Lima
Released October 2013

Awards

Cannes Lions, 2014
MEDIA LIONS PRODUCT & SERVICE: FAST MOVING CONSUMER GOODS GRAND PRIX
MEDIA LIONS Use of Media: Use of Ambient Media: Small Scale GOLD

Credits & Description

CLIENT: THE COCA-COLA COMPANY
PRODUCT: COCA-COLA
ENTRANT: MCCANN LIMA, PERU
TYPE OF ENTRY: PRODUCT & SERVICE
CATEGORY: FAST MOVING CONSUMER GOODS
ENTRANT COMPANY : MCCANN LIMA, PERU
ADVERTISING AGENCY : MCCANN LIMA, PERU
MEDIA AGENCY : HAVAS MEDIA LIMA, PERU
NICOLAS ROMANÓ MCCANN LIMA CHIEF CREATIVE OFFICER
MAURICIO FERNANDEZ/MALDONADO MCCANN LIMA CHIEF CREATIVE OFFICER
RICARDO MARES MCCANN LIMA CHIEF CREATIVE OFFICER
NICOLAS ROMANÓ MCCANN LIMA ART DIRECTOR
RICARDO MARES MCCANN LIMA COPYWRITER
ANDREA ROSSELLÓ MCCANN LIMA ACCOUNT DIRECTOR
RODRIGO REVOREDO MCCANN LIMA PLANNING DIRECTOR
MIRJANA SLAVKOVIC MCCANN LIMA ACCOUNT SUPERVISOR
MIGUEL G. BULNES MRM/MCCANN LIMA DIGITAL STRATEGY DIRECTOR
BERENICE LU MOMENTUM/MCCANN LIMA EXPERIENTIAL DIRECTOR
LIZANDRA FREITAS THE COCA/COLA COMPANY MARKETING DIRECTOR
ALFREDO QUIÑONES THE COCA COLA COMPANY BRAND MANAGER
URSULA CARPENA THE COCA COLA COMPANY IMC SR MANAGER
KURT GASTULO PLAN B ANIMATION
BACHA/CHINON SEÑOR Z FILM DIRECTOR
JULIO BENAVIDES LOBO SOUND STUDIO
CARLA DEXTRE MCCANN LIMA PRODUCER
CLAUDIO MIRÓ QUESADA MCCANN LIMA GRAPHIC DESIGNER
Results And Effectiveness:
The campaign was a viral success, with more than 1.3 million shares on social networks and free press of USD 300M. The Happy ID movement had a 58% of awareness and 75% associated it with Coca-Cola.
The positive response and action was immediate: 90%of new IDs in the first month of the campaign were happy IDs.
It helped increase main brand indicators: Coca-Cola’s brand Association with Happiness increased 8pp, the for someone like me indicator increased +10pp and Brand’s differentiation increased +12pp in the period of the Campaign.
This is just the beginning: 62%of Peruvians intend to get a Happy ID.

Creative Execution:
We developed a complete IMC support plan for this Campaign, mainly in:

1.- Online
- Digital viralization of the campaign video, explaining the concept of the Happy ID had paid support on Youtube true view format.
- Banners and advertorials in important newspapers websites for the launch of the campaign.

2.- Out-of-home: Special out-of-home billboards and other elements inviting Peruvians to be part of this movement.

3.- TV spots and PNTs In TV Programs sponsored by CC.

4.- Radio: Spots and special mentions for the first phase of the campaign.

5.- Below the Line: Photo booths installed in shopping Malls all over Perú. Free Coke and ID photo only if you smile

6.- Press: Special Ads explaining the concept of the campaign

Insights, Strategy And The Idea:
Over the years, Coca-Cola has built the credentials to lead and talk about happiness through numerous campaigns, both international and local through multi-target communication. However, one of our more challenging targets was teens; our brand´s engagement indicators were below our expectations and we needed to impact especially in this target.

This is why we focused our communication in connecting with teens through the pillar of the brand’s strategy: happiness. We needed to inspire them with a strong message of happiness that would link them emotionally with the brand.

We detected that despite Peru’s economic growth and pride, Peruvians were not happy, and this was shown in in the most basic form of expression: they were not smiling in their IDs, even when there’s no law that forbids them to.

We found an opportunity to spread happiness all across the country with a simple but significant action to make a difference: encourage Peruvians to smile in their IDs.