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Bringing happiness through innovative concept and execution

SINGAPORE, April 5, 2012 - The Coca-Cola Company and Ogilvy & Mather have created the 'Coca-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 and surprised and delighted students from the National University of Singapore.

Students were pleasantly surprised when a regular-looking Coca-Cola vending machine, with the words "hug me" in large letters on the front, appeared one day on campus. Students who went forward to hug the machine walked away with cans of ice-cold Coca-Cola and huge smiles on their faces.

"Happiness is contagious. The Coca-Cola Hug Machine is a simple idea to spread some happiness in an otherwise tense environment," explained Leonardo O'Grady, ASEAN IMC Director, The Coca-Cola Company. "Our strategy was to deliver doses of happiness in an unexpected, innovative way to engage not only the students, 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 fantastic and heartwarming."

The Coca-Cola Hug Machine is part of The Coca-Cola Company's global integrated marketing campaign, "Open Happiness," which invites people around the world to bring positivity, optimism and fun into their lives. Launched in 2009, at the core of the campaign is the message to consumers to open a Coke and share a little happiness.

"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, Coca-Cola 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 very same day it was placed on campus.

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.


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