Short List
Product / ServiceCOCA-COLA
CategoryA06. Use of Special Events And Stunt/Live Advertising
Advertising Agency GEOMETRY GLOBAL Penang, MALAYSIA
Media Agency MEDIACOM Singapore, SINGAPORE
Entrant Company MEDIACOM Singapore, SINGAPORE


Name Company Position
Jayesh Nair Mediacom Business Director
Aditya Madhavan Mediacom Media Manager
Justin Chua Mediacom Media Planner
Wendy Siew Mediacom Head Of Interaction
Tony Mounayar Mediacom Senior Digital Manager
Jennifer Chern Geometry Global Business Unit Head
Jas Lim Momentum Account Servicing Director
Claire Wong Social@ogilvy Senior Digital Analyst

Results and Effectiveness

Day one: connected over 392 groups of GenX and Gen Next with CNY goodies. 800+ people experienced the Happiness Machine. One pair of happiness seekers were connected every three minutes. Video garnered 400,000+ views and shares on Facebook and YouTube. $920,000+ worth of free media earned. HungryGoWhere & InSing's social platforms promoted video to audience of 200,000+. Spontaneous brand awareness grew by 124% (B3 metric). 300+ Instagram and Twitter pictures. Sales uplift of 2.8% of volume share, 1.8% of value share in sparkling drinks category (Nielsen). Coca Cola become most favourite brand across the drinks category during CNY (B3 metric)

Creative Execution

Two happiness Creator Machines were placed in two separate Singapore locations - one in the heartlands (Jurong Point Mall, frequented by more elderly patrons), and the other in the heart of the city (Cathay Cineleisure Orchard, a youth hotspot). Both machines were equipped with a webcam and a large screen. People in both locations were able to see one another through a live stream and at eye-level. They would then be given instructions on the screen on how to create happiness. A button appeared allowing the viewer to reward the performer with a unique CNY goodie. These ranged from Coca-Cola collectibles, to bicycles and guitars. By making each other laugh, smiles and by exchanging surprises, Singaporeans experienced how simply happiness can be created. A content video from these activations was then seeded on social media and YouTube. The hashtag #Happinesscreators was adopted on Twitter and Instagram.

Insights, Strategy and the Idea

Singapore – a country where tradition and the future fuse together to create one of the most exciting and modern cultures in Asia. Technology is part of the cities DNA, with smartphone penetration ranking amongst the highest in the world. In recent years, Coca-Cola noticed that mobile technology was becoming increasingly distractive and that, consequently, it was creating a disconnect between the younger and elder generations. As such, it was interrupting important festivities such as Chinese New Year (CNY) – an important time for Chinese families to celebrate kinship and togetherness. Because Singaporeans love technology, we also knew that used correctly, it could help bring the generations back together. This resulted in us developing and creating the Coca-Cola Happiness Creator Machine…