October 25, 2008
Overview
Happiness Factory is a worldwide campaign, for Coca-Cola. It came to as one of Coca Cola's biggest publicity investments in 2008.
Happiness Factory was based on a 3 minute and 30 second movie which was adapted locally by McCann Erickson for the Brazilian market. Okto planned and executed the mobile component of the campaign.The campaign was strongly supported by initiatives developed by the digital agency for Coca-Cola in , Gringo.
Together, with their extensive expertise in their respective fields, Okto and Gringo developed a seamless integrated campaign using mobile and the Internet.
Objectives:
Strengthen the brand image, extend the user’s experience with innovative media channels and interact with Coke’s consumers.
Solution:
Hot site
Solution:
Hot site
As in the rest of the world where the campaign has been launched, visitors could play one of the four games especially created for Happiness Factory on the web.
In , after playing, users could use the points accumulated in the games to redeem one of the mobile 'digital goodies' (ringtones, wallpapers and themes created exclusively for the campaign) sent by Okto´s platform. Each one of the goodies could be redeemed once the user reached a certain amount of points, so the incentive was there for the user to keep playing the game, and win more digital goodies!
After receiving a simple form from the users via integration between the hot site and Okto´s application, Okto sent them a WAP PUSH message, and they were just a click away from their prizes.
Shopping Mall
Gringo, together with Plus Media (another partner, involved in this campaign) created for Coca-Cola a physical interaction point with its customers in the entrance hall of Morumbi Shopping, one of most important shopping malls in Brazil´s largest city, .
In this area, users had 2 opportunities to interact:
- Self-Generated Content: By using a video camera and specially designed software, the participants could take their pictures along with the cast of the Happiness Factory movie, merging the real and the fantasy world. The resulting picture could then be sent to the user's mobile via Okto´s platform, as an exclusive gift, using an SMS-based mechanic , where each picture taken has an ID, and users that send the ID via SMS receives the picture on his/her mobile.
- Bluetooth: In order to reach a broader audience, a shorter version, with only 45 seconds from the original campaign’s movie was exclusively produced for distribution via Okto´s Bluetooth solution. Consumers close to the Coca-Cola area were invited to turn on their Bluetooth devices in order to receive the Happiness Factory movie.
Results:
Happiness Factory in generated excellent results for the brand such as increased awareness; strengthened brand image, bringing it closer to innovation, and interaction between consumers and Coca-Cola.
Through this campaign (from March to April), the brand reached the following results:
Hot site
- Of the total content delivered:
- 29% ringtones
- 45% themes
- 26% wallpapers
Shopping Mall
- The Self-Generated Content action attained a 70% conversion rate -- the relation between the number of pictures taken and delivered to users´ mobile phone.
- In the Bluetooth Marketing action, 59% of the people reached by the Bluetooth antenna accepted the mobile version of the TV Happiness Factory Movie.
