Agency: Wieden+Kennedy Amsterdam
Client: Coca Cola
The third installment of Coca Cola's iconic 'Hapiness Factory' campaign features an exclusive global track by a super group of international stars including Cee-lo and members of Fall Out Boy, Gym Class Heroes and Panic at the Disco.
This week sees ‘Coca-Cola’ take on the role of transmedia story-teller, as the new Happiness Factory ad further immerses consumers in the next chapter of the fantastical world inside a ‘Coca-Cola’ vending machine.
The now famous Happiness Factory workers are the stars of this series of uplifting ‘stories’ that bring their magical world to life across multiple media channels. The latest installment sees a fully integrated campaign including a new TV ad, a radio promotion across Magic FM and the Big City Network, on pack and instore promotions and dedicated point of sale.
In addition a Bebo ‘Happiness Hub’, has been created, as well as an MSN games application and a music track featuring some of the coolest acts from the worlds of rock and hip hop, alongside outdoor, radio, and even the chance for consumers to have free Happiness Factory ringtones bluetoothed to them for free, direct from the world-famous Piccadilly sign.
In addition the campaign will see two media firsts in the form of an innovative new Xbox partnership. This will include a 3 million Xbox point giveaway, online ‘Coca-Cola’ Xbox gaming gurus giving tips and advice and the chance for gamers to customize their Xbox dashboard.
The ad, which airs for the first time in Great Britain on 16 March, features a track created by a global supergroup comprised of Cee-lo, Patrick Stump from Fall Out Boy, Brendon Urie from Panic at the Disco, Travis McCoy from Gym Class Heroes and up and coming r’n’b sensation Janelle Monae. The track will also go on sale via iTunes.
The latest ‘Happiness Factory’ spot is the latest in a series of award-winning commercials. The new tale is one of uplift – told through the dramatisation of the physical and emotional uplift provided by a ‘Coke’.
The narrative centres around the premise that inside the unassuming exterior of every ‘Coke’ vending machine is a gateway to the Happiness Factory - a mystical land where deliciously imaginative creatures work to ensure the magic of ‘Coca-Cola’ is in every bottle.
Cathryn Sleight, marketing director at Coca-Cola Great Britain, said, “This latest Coca-Cola Happiness Factory campaign adopts a truly transmedia approach to bring our consumers on an uplifting and compelling narrative journey. This new transmedia approach is at the cutting edge of marketing innovation and the different platforms allow us to reach different consumers in a number of innovative ways. For example using key teen passion points of music, social networking and gaming allow us to reach a new generation of ‘Coke’ fans, whilst more traditional routes continue to reach the older demographic”.
What do you think of this campaign? Write your review below and could you win a bottle of Champaign in our ‘Review of the Month’ competition.
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