| Title | COCA-COLA'S HELLO |
| Brand | COCA-COLA JAPAN |
| Product / Service | VENDING MACHINE |
| Category | A07. Best Use of Digital Media |
| Entrant | OGILVY & MATHER JAPAN Tokyo, JAPAN |
| Entrant Company: | OGILVY & MATHER JAPAN Tokyo, JAPAN |
| Advertising Agency: | OGILVY & MATHER JAPAN Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| David Elsworth | Coca-Cola Japan | Senior Vice President Creative Excellence/Marketing/New Business |
| Koki Yamashita | Coca-Cola Japan | Creaive Excellence Group Manaer |
| Kent Wertime | Ogilvy And Mather Japan | President/Executive Manager |
| Sanjay Chaudhari | Ogilvy And Mather Japan | Agency Account Director |
| Takehiro Yasuda | Ogilvy And Mather Japan | Group Account Director |
| Yosei Matsuhashi | Ogilvy And Mather Japan | Account Executive |
| Shingo Ichimura | Ogilvy And Mather Japan | Executive Creative Director |
| Chris Gurney | Ogilvy And Mather Japan | Creative Director |
| Federico Garcia | Ogilvy And Mather Japan | Creative Director |
| Tim Schultz | Ogilvy And Mather Japan | Copywriter |
| Hideo Koga | Ogilvy And Mather Japan | Copywriter |
| Andy Fenning | Ogilvy And Mather Japan | Art Director |
| Junkichi Tatsuki | Ogilvy And Mather Japan | Art Director |
| Martin Heng | Ogilvy And Mather Japan | Art Director |
| Shinichi Ishikawa | Ogilvy And Mather Japan | Digital Planning Director |
| Yosuke Shibuya | Ogilvy And Mather Japan | Junior Digital Planning Director |
| Chie Katayama | Ogilvy And Mather Japan | Art Director |
One million vending machines. 20 million transactions. 20 million opportunities to build a closer relationship with their customers. A day.
Through a QR code on each vending machine, consumers can be friend each and every one of them, each and every one of them having their own name, characteristics and personality. Consumers could talk, play and interact with the vending machines (the brand!) everyday. This way we gave the brand the possibility to reach their customers everyday, without buying any media spaces whatsoever. With one idea, we managed to turn one million vending machines into one million touch-points for the brand interact with their customers. For a brand like Coca-Cola, in a country like Japan and its media landscape, that's saying a lot.
In Japan, almost every media is controlled by one and only advertising agency. And that can become a little bit of a problem. Media space is scarce, limited and extremely expensive. We needed to come up with an idea that could give us the opportunity to interact one on one on a daily basis with our customers, avoiding the existing media, and giving us the possibility to interact with our consumers on a daily basis.