Bestofads: Coca-Cola Hello Happiness UAE

Definition 6 developed the “Happiness Machine”. The concept was designed to highlight the genuine delight that Coke can bring to consumers by delivering simple “doses of happiness” through otherwise mundane activities. Due to budget constraints, the project was unsupported by media and relied solely on viral distribution.

By focusing on the end consumers and insight into the target audience, Definition 6 created an immersive experiential moment that brought a genuine direct connection with the brand. That experience was then shared globally through viral distribution across the web via social media, utilizing Coke’s wealth of network assets and earned media.

The key to this project was its ability to embrace the viral distribution objective while still delivering on the core brand objective both directly and indirectly. The seeding strategy executed to invoke a viral outcome was a carefully orchestrated integration of multiple marketing channels. Definition 6 planned and delivered promotional executions within Coke’s owned digital media platforms including websites, e-mails, internal communications, Facebook account, Twitter account and YouTube channel. Additionally, a drive was placed on earned coverage with mass distribution of the creative across all video distribution outlets with media outreach in the digital domain accomplishing some great results such as Mashable’s most liked article ever,