Happiness Refill

Agency Network: 
March 2012

This never before seen Coke machine is being installed in the Coca-Cola Concept Store on Copacabana beach, in Rio de Janeiro. The Happiness Refill appears to be a modern-looking Soda Machine, but it isn't. Instead of a cup, the consumer presses his mobile phone against the tap to receive data credits for free internet navigation (IMs, Facebook, Twitter, websites, etc) on a exclusive Coca Cola mobile browser. In Brazil, free wi-fi spots are not common, and most young people have pre-paid phones. This innovation was created by an integration of three of Ogilvy's offices (Sao Paulo, Rio and Recife) and various disciplines (design, digital, mobile, advertising and activation). It provides a new way for the brand to reach out to a generation that wants to be connected every breathing minute of the day. After all, for young people, happiness means being connected.

Ambient advertisment created by Ogilvy, Brazil for Coca-Cola, within the category: Non-Alcoholic Drinks.

Advertising Agency: Ogilvy & Mather, Brazil

Comments (11)

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sergeo_syd's picture
Activity Score 595

Looks a bit $$ but still a bit "meh" - Film Production Management

gbl's picture
Activity Score 451

+1 hohohoho

kleenex's picture
Activity Score 50174

I say the device looks a bit ugly.

MicheleVirgilio's picture
Activity Score 2617

w Coca Cola

Wordfruit's picture
Activity Score 1023

Sounds like it'll work to get Coke in front of more eyeballs more of the time.

vote4pedro's picture
Activity Score 4601

Sorry, but I'm not loading a coca cola browser onto my phone to get a few free minutes of internet. And judging by the setting, I suspect the targets are affluent enough they won't go through the hassle either.

bate_palmas's picture
Activity Score 1479

Yep. My thoughts exactly.

GonzoGoesToBitgurg's picture
Activity Score 114

Am I the only one who is seeing a giant box glove?

It looks dead. It smells dead. Yet it's moving around... That's interesting.

vlads's picture
Activity Score 541

i think that the action of give free wifi on zones its good, here in Lima Perú it could be a goal!. i buy!

Karelgp's picture
Activity Score 123

Acá si es común tener WiFi gratis, no me parece tan sorprendente.

fabiomaia's picture
Activity Score 25

Great idea. Beautiful design.