Execution

'Open Happiness', a global Coca-Cola platform, invites people around the world to bring positivity, optimism and fun into their lives by opening a Coke to share a little happiness. As a demonstration of the brand platform we introduced 'The Coke Hug Machine'- the world's first vending machine with sensors around it that recognises a human hug. ie. You give the machine a little love and it returns the favour with a Coke. The Hug Machine was placed in the National University of Singapore in the middle of exam week to relieve a little tension and the results were amazing. Media coverage over just 3 weeks generated 116million+ impressions, including 1.5million+ video views of the stunt (source: agency media monitoring). Coverage spread worldwide: Network TV:ABC Good Morning America /CBS/CNN/NBC etc. Online news:The Huffington Post/Forbes/ TIME/mashable/ MSN/Yahoo News/Sina/ Herald Sun/China Daily etc. Social media networks:Twitter/facebook/YouTube/YouKu/Sina Weibo etc This resulted in a 23% uplift in purchase intent that translates to an incredible 4.2million more cans in Singapore alone. All for just US$20,000 investment.