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The Friendship Machine

Agency: 
Published/Aired: 
June 2011
Description: 

Brief: The Coca-Cola Friendship Machine was born to make all the friends of Latin America celebrate Friend’s Day in a very special way.

Creative Execution: For everyone to enjoy a Coke with their friends and take advantage of the special 2 for 1 Coke offer, friends had to cooperate with each other to insert the money into the machine slot.
Describe the creative solution to the brief/objective. To enjoy and share the 2 for 1 Coke offer, this 3.5 meter tall vending machine required the direct interaction of the friends with the huge structure.

Results: Thousands of friends in 7 countries of Latin America interacted directly with Coke’s special vending machine to celebrate Friend’s Day. 800 Cokes were sold in 9 hours. That’s 1075% more sales than with a regular vending machine. Thousands of comments on blogs and social networks around the world. With friendship as the must to make it possible.

Case video: http://www.youtube.com/watch?v=Bj3QLLTFDX8
Advertising Agency: http://www.ogilvy.com/">Ogilvy, Buenos Aires, Argentina
Executive Creative Director: Gaston Bigio
Head of Art: Jonathan Gurvit
Creative Director: Javier Mentasti, Ignacio Ferioli
Copywriter: Nicolas Vara
Art Director: Ignacio Flotta
General Planning Director: Julieta Rey
Agency Production: Jose Cardelli
Accounts Directors: Karina Aiello/Guadalupe Acuna/Natalia Noya
Production Chief: Marcelo Ramos
Agency Producer: Esteban García Ciraldi

Comments (8)

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Highest Rated

TatiiiAlmeida's picture
TatiiiAlmeida
Activity Score 166

very good. simple message. coca-cola is always fun.

Automotive Aftermarket Coordinator | Tuba Cabos | www.tubacabos.com.br

CommandZ's picture
CommandZ
Activity Score 2498

Saw this on the Ogilvy Action site, nice idea.

TatiiiAlmeida's picture
TatiiiAlmeida
Activity Score 166

very good. simple message. coca-cola is always fun.

Automotive Aftermarket Coordinator | Tuba Cabos | www.tubacabos.com.br

Wordnerd's picture
Wordnerd
Activity Score 6692

great

simonsays's picture
simonsays
Activity Score 332

Was Coke not supposed to make you bigger, instead of taller?

Excellent.

niniasufle's picture
niniasufle
Activity Score 407

Buenísima!

niniasufle's picture
niniasufle
Activity Score 407

Buenísima!

purshotham's picture
purshotham
Activity Score 457

Great...

poppydpentury's picture
poppydpentury
Activity Score 6

Kewl!

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