HAPPINESS TRUCK

TitleHAPPINESS TRUCK
BrandCOCA-COLA PHILIPPINES
Product / ServiceCSR PROGRAM
CategoryB05. Public Affairs
EntrantMcCANN WORLDGROUP PHILIPPINES Makati City, THE PHILIPPINES
Entrant Company:McCANN WORLDGROUP PHILIPPINES Makati City, THE PHILIPPINES
PR/Advertising Agency:McCANN WORLDGROUP PHILIPPINES Makati City, THE PHILIPPINES

Credits

Name Company Position
Raul Castro McCann Worldgroup Philippines Executive Chairman & Chief Creative Officer
Peter Acuna McCann Worldgroup Philippines AVP & Deputy Executive Creative Director
Mervin Ignacio McCann Worldgroup Philippines Creative Director
I-van Policarpo McCann Worldgroup Philippines Associate Creative Director
Che Laureano McCann Worldgroup Philippines Associate Creative Director
Darwin Bamba McCann Worldgroup Philippines Copywriter
Jasper Cosico McCann Worldgroup Philippines Art Director
Meck Besinga McCann Worldgroup Philippines Art Director
Berns Chincuanco McCann Worldgroup Philippines VP, Managing Partner
Ting Bongco McCann Worldgroup Philippines Business Unit Director
Mutch Wright McCann Worldgroup Philippines Account Director
Shali Salomon McCann Worldgroup Philippines Account Manager

The Campaign

• In 2009, Typhoon Ketsana devastated the Philippines to an extent not seen in 50 years. A country so accustomed to calamities of all kinds and sizes suddenly found itself paralyzed by the onslaught of rain and floods brought about by the typhoon. • The worst hit area was low-lying Marikina City. Twenty-foot floods washed away the homes, memories and dreams of thousands of families. An experience so traumatic that 1 year later, fear of rain and floods continued to loom over the city. The story of Marikina City presented an opportunity for Coca-Cola to open happiness, in a time and place where it was needed most. o Problem: How can a brand that stands for happiness reignite it in the hearts of the lamenting Filipinos? o Strategy: Make the brand’s promise of happiness tangible to Filipinos – one community at a time. o Idea: Transform the Coca-Cola Truck – from a truck that delivers products to a truck that delivers happiness. • As a result, in a span of nine months since its launch, the campaign has connected with approximately 1.5 million Filipinos via on-ground activation and almost 1 million via a viral film.

The Brief

• The campaign aimed to make tangible the brand’s promise of happiness among those whom Typhoon Ketsana hit worst – the people of Marikina City – a cross-section of society, who collectively felt and would always be reminded of Ketsana’s destruction. In the process, it also sought to inspire a critical mass of Filipinos. • Government data showed that Marikina was indeed the hardest-hit area: o The highest number of fatality: 70 out of the total 464 people killed due to the typhoon were from Marikina. o The highest cost of damage in one city/municipality: Over 10 billion Philippine Pesos

Results

• The total population of Marikina and the cities and towns that border it is almost 5 million – covering almost 120 barangays (villages). From November 2010 until July 2011, the Coca-Cola Happiness Truck was able to connect with roughly 2.5 million Filipinos. o Approximately 1.5 million via its on-ground activation in 80 barangays – surprising them with gifts that allow them to enjoy a simple taste of happiness o Almost 1 million via its viral video – receiving strong positive reactions among online viewers, many of whom shared the video with friends and family at least ten times an hour during its peak.

Execution

• The campaign started with its first on-ground activation in Marikina in November 2010, more than a year after Typhoon Ketsana. The Coca-Cola Happiness Truck visited each of Marikina’s 16 barangays (villages) – one after the other, every week. The truck made various stops per barangay, situating itself where the village people hang out or congregate. • An on-ground activation in Marikina was filmed then uploaded as an online video content on YouTube and Facebook. • When the truck completed its visit to Marikina’s 16 barangays (villages), the second phase of the campaign was mounted – to cover neighboring towns and cities that share a border with Marikina because their residents also shared the memories of the havoc wreaked by Typhoon Ketsana, and the constant fear of another similar disaster.

The Situation

• Amid the numerous problems and disasters experienced by the country, the Philippines remains to be one of the happiest nations in the world. However, in 2009, the Filipinos’ happy outlook was put to a severe test by Typhoon Ketsana. The worst hit area was low-lying Marikina City, where lives, homes, memories, and dreams were washed away by floods. An experience so traumatic that 1 year later, fear of rain and floods continued to loom over the city. The story of Marikina presented an opportunity for Coca-Cola to open happiness, in a time and place where it was needed most.

The Strategy

• Planning commenced by determining the worst hit area through official government reports. The shortlist covered the eastern part of Metro Manila and the western part of a neighboring province. With all sharing a border with Marikina, it was decided to launch the campaign in the city. • An informal, random survey was conducted through the Coca-Cola sales force to feel the pulse of the people as to what could make the people of Marikina smile. While high-value items were a default response (e.g. house, higher pay, education for children), there was also a significant share of responses for simple, unassuming things (e.g. toys, shades, bicycle, skateboard, food, drinks among others). This context fueled the consumer truth – “mababaw ang kaligayan ng Pilipino” (It is not difficult to make the Filipino happy) – from which we built the idea of a Coca-Cola Truck delivering actual happiness through unexpected, simple gifts.