Summary of the campaign:
We were challenged to increase Coca-Cola’s emotional connection with Peruvians. Looking to be culturally relevant, we found that despite Peru’s economic growth and pride, Peruvians were not happy, and this was shown in the most relevant form of expression: they were not smiling on their IDs, and there’s no law that forbids them to. We found an opportunity to spread happiness all across the country with a simple but significant action to make a difference: encourage Peruvians to smile in their ID photos, inspiring them to show happier selves by showing a happy identity card. Free photo booths were installed in strategic points all over Peru to give away ID pictures. The condition: the camera would only activate with a smile. After this, we encouraged people to register their ID’s on Coca-Cola’s website so we could start a happy ID community, giving them benefits for having a happy ID, in alliance with Key Accounts. Viral videos were created to promote this, in which celebrities performed as ambassadors for the campaign. A complete IMC support plan was developed for this Campaign. After only a few weeks from the launch, the campaign became a viral success, with more than 1.3 million shares on social networks and free press of USD 300.000. The positive response and action was immediate: 90% of new IDs in the first month of the campaign were happy IDs, and 62% of Peruvians expressed their intention to get a happy ID. The campaign surpassed Coca-Cola’s goals, while the brand’s association with happiness increased 8 points in the period of the campaign.
The situation:
Over the years Coca-Cola has built the credentials to lead and talk about happiness thru numerous campaigns, both international and local through multi-target communication. However, one of our more challenging targets was teens; our brand´s engagement indicators were below our expectations and we needed to impact especially in this target.
This is why we focused our communication in connecting with teens trough the pillar of the brand’s strategy: happiness. We needed to inspire them with a strong message of happiness that would link them emotionally with the brand, maintaining current consumers and recruiting new consumers.
The goal:
In Peru, Coca-Cola is not the number one brand of soda in preference and in bonding. For more than 78 years, there has been a local brand called Inca Kola who leads the preference of the SSD category thanks to its local campaigns under very relevant insights for Peruvians.
Because of this, Coca-Cola has had many problems regarding emotional connection with the Peruvians in recent years, and so it had the urge to start playing local while still retaining its Global DNA. We needed to generate a high local relevance and engagement, increasing the connection with teens and associating Coca-Cola with happiness. We needed to be culturally relevant.
The strategy:
We found an opportunity to spread happiness all across the country with a simple but significant action to make a difference: encourage Peruvians to smile in their IDs, inspiring them to show happier selves by showing a happy identity card.
Free photo booths in strategic points all over Peru were installed to give away ID pictures. The condition: the camera would only activate with a smile. After this, we encouraged people to register their IDs on Coca-Cola’s website, so we would start a happy ID community, giving them benefits for having a happy ID.
Execution:
We contacted local celebrities so they would become ambassadors for the campaign. We searched for local celebrities that shared Coca-Cola’s positive attitude:
- Vania Masias, dancer and owner of D1, a dance institute and social academy for low income dancers
- Wendy Ramos, actress and owner of Bola Roja, the charity inspired in "Patch Adams"
- Bruno Ascenso and Gisella Ponce de Leon, actors and radio hosts
- Adolfo Aguilar: TV host
We also developed a complete IMC support plan for this Campaign, mainly in:
1. Online: Digital viralization of the campaign video, explaining the concept of the Happy ID, while also giving tutorials with the celebrities mentioned above explaining the process for obtaining an ID.
2. TV spots and PNT’s in TV Programs sponsored by Coca-Cola, some of them hosted by the campaign’s ambassadors.
3. Radio: Spots and special mentions for the first phase of the campaign.
4. BTL: Photo booths installed in shopping malls all over Perú, advertising Free Coke and ID photos, but only if you smile.
5. Press: Special Ads explaining the concept of the campaign.
Results:
1. The campaign was a viral success, with more than 1.3 million shares on social networks and free press of USD 300.000.
2. The positive response and action was immediate: 90% of new IDs in the first month of the campaign were happy IDs.
3. It helped increase main brand indicators: Coca-Cola’s brand association with Happiness increased 8 points vs. the previous year, the identification indicator ("for someone like me") increased +10 points and the brand’s differentiation increased +12 points in the period of the Campaign.
4. This is just the beginning: 62% of Peruvians intend to get a Happy ID. We are working on a second phase to this campaign; the idea is to spread this all over Peru and (why not?) other countries.
Sources: IPSOS Apoyo market research / Havas media / Coca-Cola