Coca-cola Promo, Case study THE FRIENDSHIP MACHINE by Ogilvy & Mather Buenos Aires

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THE FRIENDSHIP MACHINE

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Industry Soft Drinks
Media Promo & PR, Case study
Market Argentina
Agency Ogilvy & Mather Buenos Aires
Executive Creative Director Gaston Bigio
Creative Director Javier Mentasti, Maximiliano Maddalena, Christian Camean, Ignacio Ferioli
Art Director Ignacio Flotta – Nicolás Vara.
Released July 2010

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Executive Creative Director: Gaston Bigio (Ogilvy Argentina)
Head of Art: Jonathan Gurvit (Ogilvy Argentina)
Creative Director: Javier Mentasti (Ogilvy Argentina)
Creative Director: Ignacio Ferioli (Ogilvy Argentina)
Copywriter: Nicolas Vara (Ogilvy Argentina)
Art Director: Ignacio Flotta (Ogilvy Argentina)
General Planning Director: Julieta Rey (Ogilvy Argentina)
Agency Production: Jose Cardelli (Ogilvy Action Yunes) (Ogilvy Argentina)
Accounts Director: Karina Aiello (Ogilvy Action Yunes)/Guadalupe Acuña/Natalia Noya (Ogilvy Argentina)
Production Chief: Marcelo Ramos (Central de Producers) (Ogilvy Argentina)
Agency Producer: Esteban García Ciraldi (Ogilvy Argentina)
Client: Guido Rosales/Luis Gerardin/Alberto Velazco (Coca-Cola)
Media placement: Press Releasses - Newspapers and magazines, blogs and social networks around the world - 20 julio 2010

Summary of the Campaign
The Coca-Cola Friendship Machine was born to celebrate Friend’s Day in Latin America. We designed a 3.5 metre tall structure that captured the attention of the consumer.

The Situation
The Coca-Cola Friendship Machine was born to celebrate Friend’s Day in Latin America.

The Goal
To celebrate friend's day in Argentina we created something special for them to celebrate; a machine that offered two cokes for the price of one. But with one tiny detail - a coke machine twice the size called the Friendship Machine.

The Strategy
We designed a 3.5 metre tall structure that captured the attention of the consumer. The Friendship Machine was considered the new viral and it had thousands of comments on blogs and social networks around the world.

Execution
We designed a 3.5 metre tall structure that captured the attention of the consumer. The Friendship Machine was considered the new viral and it had thousands of comments on blogs and social networks around the world.
This particular machine offered two Coke bottles for the price of one and was 3.5 metre tall so friends had to cooperate with each other in order to get money into the machine slot.

Documented Results
7 countries enjoyed the Friendship Machine. 800 Cokes were sold in 9 hours. That’s 1075% more sales than with a regular vending machine. Thousands of comments on blogs and social networks around the world. The best result: Making friends get together to celebrate their day.