A Coke vending machine was installed at the National University of Singapore with “Hug Me” written on it in Coke’s iconic font, paying out a Coke for a hug. It’s an extension of Coca-Cola’s Open Happiness which poses the metaphorical question, “Where will happiness strike next ”
“Happiness is contagious. The Coca-Cola Hug Machine is a simple idea to spread some happiness,” said Leonardo O’Grady, ASEAN IMC Director, Coca-Cola. “Our strategy is to deliver doses of happiness in an unexpected, innovative way to engage not only the people present, but the audience at large.”
“Whether you were hugging the machine or experiencing the event online, our goal was the same – to put a smile on your face and share that emotional connection,” continues O’Grady. “Reactions were amazing… people really had fun with it and at one point we had four to five people hugging the machine at the same time as well as each other! In fact, there was a long line of people looking to give hugs – it was really heartwarming.”
While there’s a debate over which is better– touch or gesture–to brands, Possible Worldwide’s Eric Mauriello thinks both can co-exist. “The two [technologies] actually compliment each other,” he said. “In the broadest sense, ‘gestural’ sensors are good for drawing consumers into an out-of-home experience, but touch is far superior for product selection, say, and other detailed actions.”
Meanwhile the Coca-Cola Hug Machine will now roll out across Asia and other countries very soon.
Source: Brand Channel
