SINGAPORE, April 5, 2012 – The Coca-Cola Company and Ogilvy & Mather have created the ‘Cola-Cola Hug Machine’ to bring doses of happiness into the lives of people anywhere and everywhere. This regional initiative, which is part of “Open Happiness”, The Coca-Cola Company’s global marketing campaign, started in Singapore.
People were pleasantly surprised to see a regular-looking Coca-Cola vending machine, with the words “hug me” in large letters on the front. Those bold enough to embrace the machine were rewarded with cans of ice-cold Coca-Cola and left with huge smiles on their faces.
“Happiness is contagious. The Coca-Cola Hug Machine is a simple idea to spread some happiness,” explained Leonardo O’Grady, ASEAN IMC Director, The Coca-Cola Company. “Our strategy is to deliver doses of happiness in an unexpected, innovative way to engage not only the people present, but the audience at large.
“Whether you were hugging the machine or experiencing the event online, our goal was the same - to put a smile on your face and share that emotional connection. Reactions were amazing… people really had fun with it and at one point we had four to five people hugging the machine at the same time as well as each other! In fact, there was a long line of people looking to give hugs – it was really heartwarming. ”
“Open Happiness,” a global creative campaign launched in 2009, invites people around the world to bring positivity, optimism and fun into their lives. At the core of the campaign the message is for consumers to open a Coke and share a little happiness.
“We’re excited to work with The Coca-Cola Company in delivering what is really a very simple idea. All you need to do is give the Coca-Cola Hug Machine a hug and it will love you back, by giving you a free Coke. Something simple and engaging, that lifts people’s spirits and brings a smile to their face,” explained Louise Kuegler, Regional Business Director at Ogilvy & Mather Asia Pacific.
Online platforms such as Facebook, Twitter, and even blogs were abuzz with videos and updates of the “Coca-Cola Hug Machine” on the same day.
With the success of the Coca-Cola Hug Machine in Singapore, there are now plans to roll it out across Asia to bring the same happiness to consumers from other countries.
For further information, please contact:
Ogilvy & Mather Asia Pacific
Tel: +65 6213 7996 / Mobile: +65 8525 9226.
The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, the world's most valuable brand, our Company’s portfolio features 15 billion dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.7 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world’s top 10 private employers with more than 700,000 system employees. For more information, please visit www.thecoca-colacompany.com or follow us on Twitter at twitter.com/CocaColaCo.
Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. In Asia Pacific, Ogilvy & Mather won Network of the Year 2011 and Creative Agency Network of the Year 2011 at the annual Campaign Asia Pacific Awards. Through its specialty units, the company provides a comprehensive range of marketing services including: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing. Ogilvy & Mather services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit www.ogilvy.com.