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The Friendship Machine

The Friendship Machine | Coca-Cola | Ogilvy
basics
Industry: Non-alcoholic drinks
Media:Design & Branding
Market:Argentina
Style: Minimalism
credit
Brand:
Agency:
Executive Creative Director:
Creative Director:
Copywriter:
Art Director:
Account Supervisor:
Account Manager:
Production Company:
Producer:
Other credit:Production Manager: Jose Cardelli (Ogilvy Action Yunes)
Other: Jonathan Gurvit (Head of Art)
General Planning Director: Julieta Rey
Production Chief: Marcelo Ramos
descriptioncnen
Description of Ambient execution:
The Coca-Cola Friendship Machine was born to celebrate Friend’s Day in Latin America. This simple concept changed the notion of the outdoor vending machine. We designed a 3.5 meter tall vending structure that captured the attention of the consumer. For everyone to enjoy a Coke with their friends and take advantage of the special 2 for 1 Coke offer, friends had to cooperate with each other to insert the money into the machine slot.

Results and Effectiveness:
7 countries enjoyed the Friendship Machine. 800 Cokes were sold in 9 hours. That’s 1,075% more sales than with a regular vending machine, with friendship as the must to make it possible.
Creative Execution:
This simple concept turned the notion of a vending machine around. We designed a 3.5 metre tall structure that captured the attention of the consumer. And for everyone to enjoy a Coke with their friends having access to the special 2 for 1 Coke offer, the promo demanded the unique interaction of the friends with the tall vending machine.
Insights, Strategy and the Idea:
The Coca Cola Friendship Machine is a promotional campaign to celebrate Friend’s Day in Latin America.
awards
Cannes Lions International Festival of Creativity 2011
Gold Outdoor
Ambient
Cannes Lions International Festival of Creativity 2011
Silver Media
Use of Media
Clio Awards 2011
Gold Design
Point of Purchase
Clio Awards 2011
Silver Out of Home
Ambient
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