The National Business Review have included a Coca-Cola New Zealand activation from the current 'Make Someone Happy' campaign in their Marketing Plays of The Week.
Marketing Plays of The Week: Coke Swings into Happiness Campaign
By Campbell Gibson
19 September 2014
Coke's ‘Happiness’ campaign is still going strong after five years and the global campaign has seen another localised version released here. Two months ago Coke invited people to make others happy by doing things like hanging a swing set or drawing hopscotch in public.
It seems the soft drink brand has taken on the challenge itself and set up swing sets outside the Wellington Railway Station and at the top of Whakapapa ski field.
Coke marketing manager Heidi Somerville says these locations were chosen because they were unexpected places to have a swing set.
Asked what, when and where the future campaign executions will be Ms Somerville says: "The ‘Make Someone Happy’ campaign is all about unexpected moments of happiness. So let’s stay true to that, Mum’s the word."
She added that this was the experiential component of a bigger ‘Make Someone Happy’ above and below the line campaign. "As such, we would like to see it everywhere," she says.
The only minor gripe I had with the ad was that it was too well filmed to be a simple crowd source stunt. But Ms Somerville says they are real people and were not paid talent. Apparently there was even a wedding proposal.
- National Business Review
View a video of the 'Swings' activation here