The Brief

Use Coca-Cola’s brand equity to spread smiles and happiness to different communities in times of depression and difficulty due to a totally-devastating natural calamity.

Describe how the promotion developed from concept to implementation

The Philippines is one of the poorest, yet remained to be one of the happiest nations in the world. But it only took one powerful and devastating typhoon, “Ondoy” or “Ketsana”, to take those smiles away. We saw this, however, as an opportunity to connect to our target market. We made the Filipino people experience the joys of drinking Coca-Cola by bringing happiness to them literally. We rolled out the Coke Happiness Truck to different barangays and communities all over the country.

Describe the success of the promotion with both client and consumer including some quantifiable results

The various components of the campaign have generated strong and positive results among consumers: o There has been unprecedented teen recruitment: from 55% (pre-campaign) to 77% (7 months post-campaign launch). o Hundreds of thousands of teens in Metro Manila have experienced the on-ground activation – at less than US Dollar 1/ experience. o Among the teens surveyed, 84% said they extremely enjoyed the experience; purchase intent increased among 96% of them. The execution and results have also been positively recognized by clients as a best practice within the Coca-Cola global system (in terms of process, cost efficiency and creative output)

Explain why the method of promotion was most relevant to the product or service

Since “Ondoy” struck, some Filipinos were penniless, homeless, and helpless. That’s why , we made the Happiness Truck a total experience of Coca-Cola’s happy equity. We did not only give out free Coca-cola products, we also provided ways to rebuild barangays and ways to restore Pinoy spirit.