The Brief

Singapore is a first-world country built by a large migrant workforce. Far away from family and friends, these construction workers toil under extremely tough conditions to earn a livelihood. Yet, their efforts often go unappreciated and unrecognized, while they themselves have never been completely acknowledged as part of Singaporean society. They are Singapore’s invisible people. ‘Happiness from the Skies’ wasn’t set out to solve this problem in its entirety. It was simply a way to bring happiness to an isolated group of people by connecting them to the rest of the Singaporean community, and through it, create a ripple effect.

Describe how the promotion developed from concept to implementation

Coca-Cola and Singapore Kindness Movement wanted to build a bridge between Singaporeans and these migrant workers. Over several days, we collected thousands of heartfelt messages of appreciation from Singaporeans. A fleet of drones then delivered these messages together with Coke, surprising migrant construction workers at places that are out of reach from the public, and at a time they needed refreshment the most – at construction sites where they toil under the midday sun, twenty stories up. Each delivery brought happiness from the skies, and every message a sense of recognition and belonging.

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

Thousands of Singaporeans of all ages and from all walks wrote heartfelt messages of appreciation to migrant construction workers. These were delivered to over 2,000 workers at construction sites all over Singapore, each one bringing with it a little happiness. The project featured extensively on news and social media, with the video earning over 400,000 views in a month. 78% of conversations were positive and only 8% negative. The total PR value came up to SG$1.7 million. Most importantly, this campaign touched the hearts of migrant workers in Singapore, and in just a few days, an invisible bridge was built.

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

The creative execution allowed Coke to bring their core value of “sharing happiness” to the fore by allowing the brand to take up the role as a deliverer of happiness. We also wanted to continue the Coca-Cola tradition of using technology in a creative way, as it has in the past. The execution also ensured that happiness, in the form of heartfelt appreciation, came from a truly genuine source - Singaporeans.