Coca Cola spread smiles with their hug machine
Ogilvy & Mather Singapore has created the ‘Cola-Cola Hug Machine’ to bring doses of happiness into the lives of people anywhere and everywhere. This regional initiative, which is part of “Open Happiness”, The Coca-Cola Company’s global marketing campaign, started in Singapore.
People were pleasantly surprised to see a regular-looking Coca-Cola vending machine, with the words “hug me” in large letters on the front. Those bold enough to embrace the machine were rewarded with cans of ice-cold Coca-Cola and left with huge smiles on their faces.
“Happiness is contagious. The Coca-Cola Hug Machine is a simple idea to spread some happiness,” explained Leonardo O’Grady, ASEAN IMC Director, The Coca-Cola Company. “Our strategy is to deliver doses of happiness in an unexpected, innovative way to engage not only the people present, but the audience at large.
“Whether you were hugging the machine or experiencing the event online, our goal was the same – to put a smile on your face and share that emotional connection. Reactions were amazing… people really had fun with it and at one point we had four to five people hugging the machine at the same time as well as each other! In fact, there was a long line of people looking to give hugs – it was really heartwarming.”
“We’re excited to work with The Coca-Cola Company in delivering what is really a very simple idea. All you need to do is give the Coca-Cola Hug Machine a hug and it will love you back, by giving you a free Coke. Something simple and engaging, that lifts people’s spirits and brings a smile to their face,” explained Louise Kuegler, Regional Business Director at Ogilvy & Mather Asia Pacific.
Online platforms such as Facebook, Twitter, and even blogs were abuzz with videos and updates of the “Coca-Cola Hug Machine” on the same day.
With the success of the Coca-Cola Hug Machine in Singapore, there are now plans to roll it out across Asia to bring the same happiness to consumers from other countries.
13 Comments
So obsessed with awards, but this one won’t win anything big.
Maybe a bronze at Spikes. Maybe.
awesome idea Coke, at last some great creativity coming out of Singapore.
is this a joke?
Ogilvy singapore makes the scams and scampaign brief prints it.
Hugs? Really stretching here Coke.
When Steve Back arrived he said NO SCAM ADS. But since Khai popped in for a visit all the “pro bono briefs” came out. They shot this press picture last week and are cutting the film down the hall. Just in time for Cannes.
If it is touch sensitive, would hitting it or throwing rocks at it make it work too?
I saw this on Orchard road. No one hugged it, which was hilarious because they had a film crew there waiting. The machine looked fake as well, like a big cardboard box. Definitely not like the one you see here.
I wonder if those are friends of Ogilvy employees hugging the machine. Who knows, it might still win something, like Starhub Changing Rooms, lol.
Nice idea guys.
To all those jealous creatives who bring up the old ‘scam/no scam’ argument……maybe you should embrace this nice, simple and fun idea.
I *hugz* the camaraderie of the Asian ad industry…
If you work at Ogilvy Singapore, you KNOW it’s a fake. Had to shoot the film and take the picture to fake it like it was a campaign for Cannes. Two of the people hugging the machine are interns. Wish Ogilvy put as much effort into their real work. No wonder they lost the Pizza pitch and others.
Ha ha so many haters on here… It’s such a scam ad! It’s such a scam ad!
It’s for COKE idiots. You think you can do a scam for coke and not get fried?
And the client is launching it.
Go cry somewhere else. Singapore needs more recognised work on global brands. Go back to your 6months retouching on your sharp knife ads.
Who the hell would want to hug a machine in public?! Like seriously?!
Hey guys I think other industries are also learning from our scamming skills. Miss universe it now open to transgender entrants…..gotta love it