The Friendship Machine
Commemorating the day mankind put its foot on the moon, July 20th became a traditional date in Argentina to celebrate ‘friendship’.
Coca-Cola took advantage of this very special occasion and built a very unconventional vending machine several feet tall offering 2x1 bottles. The caveat: to reach the coin slot over 2 meters high friends needed friends to accomplish the task.
It delivered outstanding results for a small scale promotion and created a bubbly atmosphere comparable to Coke’s earlier Happiness Machine.
Done by Ogilvy and OgilvyAction Yunes in Buenos Aires. Kudos to German Yunes and his team. It has already picked up a few regional awards and will certainly do better in the upcoming shows. I didn’t post it earlier because the video only became available on YouTube just recently.
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