Two great ways of emotionalizing vending machines to create lasting brand experiences:
1. Hug me!
Coca-Cola has created an attention-grabbing publicity stunt in Singapore - a vending machine which gives out free cans of Coke in return for hugs.
The whacky idea is part of the company’s Open Happiness campaign designed to target young people in a gesture-based marketing stunt being tested out in Singapore.
Students at the National University of Singapore were surprised to find that the soft drinks giant had unfurled the machine on campus overnight.
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But instead of the drinks brand’s logo, the words ‘Hug Me’ are emblazoned across its iconic red-and-white logo.
Instead of paying money, customers have to squeeze the sides of the drinks machine to receive a free can of Coke.
Public displays of affection are uncommon and have long been discouraged in Singapore, but are on the rise amongst young people.
The move is part of a campaign created by advertising firm Ogilvy & Mather, intended to position the brand as a non-threatening ally to demonstrating youth.
In a statement as part of the company's Open Happiness campaign, Leonardo O’Grady, Coke's Asia Pacific Director for Sparkling & Activation Platforms, said: 'Happiness is contagious. The Coca Cola Hug Machine is a simple idea to spread some happiness.
'Our strategy is to deliver doses of happiness in an unexpected, innovative way to engage not only the people present, but the audience at large.'
The machines have been such a success that there are plans to roll them out across Asia.
Mr O'Grady added: 'The reaction was amazing - 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.'
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2. Coke's Friendship
The second case demonstrates this huge Coca Cola vending machine created by Ogilvy Argentina Agency to celebrate Argentinian friendship day. You’ll need your friend(s) to help you buy the Cokes from this vending machine.
Why? Because the slot to slide in some coins is way too high! You’ll have to ride on your friend shoulder to be able to reach the position. But your hard work will be rewarded with a bonus/extra bottle for free. Friendship is beautiful!
Evaluation:
Both cases are perfectly in line with Coke's "open happiness" communication strategy. They engage the customers and challenge them in different ways with a pleasurable result for all participants.
The Hug Me Case shows, how old social traditions are challenged in an amusing way. However, people need to earn the coke by overcoming social hurdles. Therewith Coke demonstrates that they understand the young generation by encouraging them in showing affections.
Check out some more examples of Coke's Brand Experioences:
Happiness Truck:
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Additional Examples:
