The friendship machine
Issue 20 | August 2011
Creative Team
General Creative Director: Gaston Biglio; Head Of Art: Jonathan Gurvit; Creative Directors: Javier Mentasti, Ignacio Ferioli; Art Director: Ignacio Flotta; Copywriter: Nicolas Vara; General Planning Director: Julieta Rey
Production Team
Agency Producers: Jose Cardelli, Ogilvy Action Yunes, Esteban Garcia Ciraldi
Other Credits
Account Dept: Karina Aiello (Ogilvy Action Yunes), Guadalupe Acuna; Responsible for the client: Guido Rosales, Luis Gerardin, Alberto Velazco
Background
The Coca-Cola Friendship Machine was created to help friends come together and celebrate Friend’s Day.
Idea
A 3.5 metre tall vending machine was built, offering two Cokes for the price of one.
The only thing was, to be able to take advantage of the offer, friends had to co-operate with each other to actually get the money into the slot.
Results
Thousands of friends in seven Latin American countries interacted directly with Coke’s special vending machine to celebrate Friend’s Day. On average, 800 Cokes were sold in 9 hours. That’s 1075% more sales than with a regular vending machine. Thousands of comments on blogs and social networks around the world.
With friendship as the must to make it possible.