The Coca-Cola laugh mob
Coca-Cola
Issue 37 | December 2015
Agency
Gonzales/serviceplan Belgium
Creative Team
Creative Director Olivier Verhellen Art Director Olivier Verhellen Copywriter Antony Samson
Production Team
Producer Marcia Van Camp Production Assistant Evelien Dewinter DOP Pieter Bollen
Other Credits
Account Manager Perrine Madrenas
Date
June 2015
Background
The Belgian division of the Coca-Cola Company wanted to support their "Choose Happiness" campaign with a local market stunt with viral potential. The aim: reinforce the brand experience by making people smile, giving them a happy feeling.
Idea
With the insight 'happiness starts with a smile', the challenge was to make people laugh in an environment where they rarely even smile: the metro.
An undercover 'laughter coach' travelled on crowded subway trains and suddenly began laughing aloud. After the laughing session, a Coca-Cola team distributed samples and leaflets with the message, "Happiness starts with a smile. What are you waiting for?"
Results
755.000 views on the Belgian Coca-Cola Facebook page, 17.200 likes, +5250 shares, +1000 comments.
Our Thoughts
Matt: So simple, it made me feel good. Thanks Coke.
Patrick: It is illegal to transport pigs in the conditions human beings experience every day as they try to get to work and back. No wonder everyone looks so miserable.
That said, laughter really is contagious. It is hard not to watch the video without a chuckle at the very least. What an amazing property for Coca-Cola to own.
(NB, compare and contrast with the other public transport takeover in this issue, F+B’s work for Gothenburg ElectriCity on pages 60-61).