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In 2009 Coca Cola Brasil found an opportunity in their new global communication platform
Open Happiness to continue recruiting teens
and increase consumption frequency through digital platforms.
But how to leverage that new message into engaging content?
We decided to make is simple!
Our communication invites teens to simply open a coke bottle and feel happy and refreshed
and that's exactly what we did.
On the minisite, a fully customized high-end real robot
invited users to try to open a coke bottle through a series of arm and punch settings,
using the most unlikely bottle openers for the task
The result was shown in eye-blasting slow-motion,
and the correct move was rewarded with a perfect mouth-watering coke serve ...
... and a the chance to win customized X-Box 360s and Motorola Motocube phones
crammed with coke's pre-loaded assets.
Our key partnerships allowed us to move away from the computer
and into console gaming and mobile platforms.
We were there when Motorola nationally launched their new Motocube cellphone
through activations that brought the digital experience to people across 11 cities in Brazil.
We are also massively present across: national portals with irreverent communication and formats,
email marketing, search engine marketing and MSN products.
We got teens in the mood for some prize-winning
by allowing them to train their robot-controlling skills on an always-present MSN Messenger TAB?
In order to get the social crown going, we've created a nifty widget
that calculated the local mood by pulling positive and negative words from Twitter in real time.
60 opinion leaders were challenged in real life,
receiving coke bottles and the most unusual bottle openers,
in order to see the magic happen in front of their eyes.
To top it off, digital commix communities created a single storyline
with the campaign message, which engaged users and shared the happiness in the largest nationally effort
of its kind
The results got us pretty excited:
Over 4MM bottles opened, with an average 13 minutes spend on site
Graphic media reached over 35MM users (52% of connected users in Brazil)
214.000 unique visitors on Messenger's Tab's robot warm-up game
Over 4.000.000 download for Messenger's personal expression packs.
9 videos of friendly bloggers having a terrific time trying to open happiness on video.
Open Happiness became the most successful digital campaign in 2009,
allowing Coca-Cola to continue sharing its message of positivity and happiness
with teens across the nation.
