A large portion of the UAE's population is made up of blue-collar workers from the Asian Subcontinent. These workers earn the lowest wages in the country. By employment contract, they only get to return home every three years. So Coca-Cola wanted to spread a little happiness amongst this segment and increase affinity and love for the brand.
Creative Execution
With the Happiness Phone Booth, every time a worker opened a Coke they were able to share a few minutes of happiness with their families back home. Bringing them happiness sourced directly from Coca-Cola, therefore increasing affinity and love for the brand. The booths were installed at labour camps where the workers live, making it easy for them to call home, any day at any time.
Describe the creative solution to the brief/objective.
Calling home is the only way for them to keep in touch with their families. But with low wages and high calling rates, their call home happens just once a week, in off peak times. So we created a way to help them connect with their families more often. We turned Coca-Cola bottle caps into currency that could be used in the Hello Happiness Phone Booth – a specially created booth that accepts bottle caps instead of coins to make a free three-minute international phone call.
Results
The booths brought workers a few minutes of happiness sourced directly from Coca-Cola, therefore increasing affinity and love for the brand. Installed across the UAE, they logged over 140,000 minutes, while the online video took the activation even further with over 3 million views, 14,000 tweets, 45,000 shares and 67,000 likes.
In addition, over 820 million media impressions and an estimated PR value of 1.5 million dollars helped contribute to a 13.55% increase in brand love, with 6.7% more weekly drinkers amongst South Asians in the UAE.
Source: Coke Continuous Consumer Tracker 2014.