Brand | COCA-COLA |
Product/Service | COCA-COLA |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | Special Build |
Entrant Company
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Execution
On March 20 2013, The International Day of Happiness, Coca-Cola wanted to prove that if the prevalent gloom in the Middle East was contagious, then happiness and laughter were even more contagious. So, we built The Laughter Machine – a vending machine, where we replaced money with sounds of laughter and happiness – and placed it in two key universities in the UAE – American University Sharjah and American University Dubai.
It turned out to be a successful retail marketing solution as in just 9 hours, 40% of students at American University Sharjah and 58% of students at American University Dubai sampled Coca-Cola vs. an initial target of 25%.
Credits
Paul Banham |
Executive Creative Director |
Gautam Wadher/Aunindo Anoop Sen/Associate Creative Directors |
Creative Director |
Tarek Ali Ahmad |
Account Supervisor |
Martin Yofre |
Advertiser's Supervisor |
Mario Atallah/Karol Akl |
Producer |
Tahaab Rais/Head Of Insights And Strategy |
Planner |