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Happiness Refill

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Published/Aired: 
March 2012
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Coca-Cola:  Happiness Refill
Coca-Cola Ambient Ad -  Happiness Refill

Description

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

Advertising Agency: Ogilvy & Mather, Brazil
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Highest Rated

Karelgp's picture

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

Karelgp
Activity Score 123
Copywriter at Intégralo BTL
sergeo_syd's picture

Looks a bit $$ but still a bit "meh"

sergeo_syd
Activity Score 595
Production Manager at www.skozak.com |

http://edictive.com - Film Production Management

gbl's picture

+1 hohohoho

gbl
Activity Score 451
Copy
kleenex's picture

I say the device looks a bit ugly.

kleenex
Activity Score 58657
Web Designer/Developer
MicheleVirgilio's picture

w Coca Cola

MicheleVirgilio
Activity Score 2617
Wordfruit's picture

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

Wordfruit
Activity Score 1023
vote4pedro's picture

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.

vote4pedro
Activity Score 4601
Copywriter
bate_palmas's picture

Yep. My thoughts exactly.

bate_palmas
Activity Score 1479
GonzoGoesToBitgurg's picture

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

GonzoGoesToBitgurg
Activity Score 114

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

vlads's picture

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

vlads
Activity Score 541
Art Director at http://www.behance.net/vlads |

http://www.behance.net/vlads

Karelgp's picture

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

Karelgp
Activity Score 123
Copywriter at Intégralo BTL
fabiomaia's picture

Great idea. Beautiful design.

fabiomaia
Activity Score 25
Copywriter at Ogilvy Action, Rio de Janeiro - Brasil
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