| Title | HAPPY FARM-ING WITH MINUTE MAID |
| Brand | COCA-COLA BEVERAGES TAIWAN |
| Product / Service | MINUTE MAID |
| Category | C02. Interactive Tools & Applications, including mobile advertising |
| Entrant | STARCOM Taipei, CHINESE TAIPEI |
| Entrant Company: | STARCOM Taipei, CHINESE TAIPEI |
| Advertising/Web Design Agency: | STARCOM Taipei, CHINESE TAIPEI |
Credits | |
| Name | Company | Position |
|---|---|---|
| Virginia Lai | Coca-Cola Taiwan Branch | Marketing Director |
| Helen Lee | Coca-Cola Taiwan Branch | Brand Manager |
| Emily Chen | Coca-Cola Taiwan Branch | Assistant Brand Manager |
| Scarlett Shih | Starcom MediaVest Group - Taiwan | Managing Director |
| Miki Lee | Starcom MediaVest Group - Taiwan | Planning Director |
| Vivianne Lei | Starcom MediaVest Group - Taiwan | IP Manager |
| Leon Chen | Starcom MediaVest Group - Taiwan | Deputy General Manager |
Minute Maid needed to generate awareness of their fruit-flavoured beverages among Taiwanese consumers so as to stimulate sales across their portfolio. With fruit as its core ingredient, Minute Maid was embedded into Happy Farm which is extremely popular in Taiwan by transforming the brand's various flavors & features into seeds & plants 'for sale' in the game. With every Minute Maid purchase, serial numbers were given under the cap, for consumers to redeem Happy Farm currency online. The result is over 500,000 Happy farm coins were redeemed in three days, with over 5 million 'Farmers' generating a 300% increase per convenience-store off-take.