OBJECTIVE: In honor of El Dia del Amigo (Friendship Day), Coca Cola wanted to launch a special campaign. A day that brands have struggled to capitalize on in the past, we needed to develop a unique experience that re-discovered the importance of friendship.
INSIGHT: Friends are always there for you when you need their help the most.
ACTION: Building on the insight of friends always being there to help each other, we constructed an 11 foot tall Coca Cola machine that would require thirsty consumers to enlist their friends to help them reach the coin slot. After receiving the extra boost needed the friends received two Coca Colas for the price of one. Strategically placed in one of Argentina’s biggest cinema chains, the program received no advanced promotion and only ran on Friendship Day.
REACTION: Over the course of the day about 1,900 friends used the Friendship Machine. In nine hours it sold 800 bottles, which is 1075% more than a normal vending machine.