The “Happy ID” Project

When facing all the obstacles that life has to offer, many times people feel discontent with their current situations.  Everyday you turn on the news to hear about wars, deaths and tragic events that are happening all around the world to everyday people and even countries. Since we are all living in a world of sadness at time, Coke took on the challenge of helping to uplift spirits and infuse some happiness through their “Happy ID” Project.

After careful and strategic researching, Coke discovered that Peru was at the bottom of the happiness charts worldwide and decided to encourage people to smile in their Photo ID. Through Coke-branded photo booths places in 30 spots across the country, the photo booth only activated when the person smiled. The campaign is currently being supported through a website, OOH activity, TV commercial, Radio sponsorship, as well as the local press and TV. Coke even partnered with photography stores around Peru to give out free Cokes for every smiley photo taken and the Happy ID’s even serve as a reward card that provides participants with discounts.

So what makes this campaign not only unique but also successful? Below I have listed the top 4 reasons this campaign truly breaks through the clutter:

1. 360° Campaign– Coke really did their homework in finding the saddest country in the world and bring this fun, unique experience to the Peruvian masses. They not only thought of one medium (TV) to promote this campaign but used every resource available to ensure the campaign would reach all their target demographic (Male + Females 18-25+).
2. A Unique Experience- Who doesn’t love a photo booth these days? By placing branded booth all over the country, not only did they provide a fun experience to the masses, they expose themselves to the Peruvian market that they are a brand that cares about their happiness. Most consumers always feel that brands simply want their money; but this campaign, strategically messaged to the masses that Coke wants to be a part of making this country happier.
3. The Giving Back Factor– By providing participants with free Coke beverages as well as discounts for who ever participated Coke understood that in order to get you also have to give a little. Furthermore they understand they would gain more engagement by providing premiums to participants, which would simply encourage others to be apart of the movement.

Thanks to Coke, we can all enjoy this execution and be a bit happier.