Description
This never before seen Coke machine is being installed in the Coca-Cola Concept Store on Copacabana beach, in Rio de Janeiro. The Happiness Refill appears to be a modern-looking Soda Machine, but it isn't. Instead of a cup, the consumer presses his mobile phone against the tap to receive data credits for free internet navigation (IMs, Facebook, Twitter, websites, etc) on a exclusive Coca Cola mobile browser. In Brazil, free wi-fi spots are not common, and most young people have pre-paid phones. This innovation was created by an integration of three of Ogilvy's offices (Sao Paulo, Rio and Recife) and various disciplines (design, digital, mobile, advertising and activation). It provides a new way for the brand to reach out to a generation that wants to be connected every breathing minute of the day. After all, for young people, happiness means being connected.
This professional campaign titled 'Happiness Refill' was published in Brazil in March, 2012. It was created for the brand: Coca-Cola, by ad agency: Ogilvy. This Ambient medium campaign is related to the Soft Drinks industry and contains 1 media asset. It was submitted over 12 years ago.
Credits
Advertising Agency: Ogilvy & Mather, Brazil
