This was our insight: “The more technological our lives, the more we need REALITY.” We put together a media strategy which combined the digital, experiential, and real worlds to create a participative connection.

Every medium and action reflected the communication objective and drove home the reality of the message. The starting point was the idea of “a real encounter” in which the oldest man meets the youngest baby. Everyone from TV presenters, radio show hosts, bloggers, and average citizens on the street saw this moving campaign by Coca-Cola, with its own particular vision and optimistic message, and made it their own. In doing so, they made it real.

After the initial warm-up to create “suspense," and the launch of the microsite www.destapalafelicidad.es where visitors could follow the story from the beginning, the REAL Encounter about Happiness was broadcast on television in an exclusive 90” segment. The broadcast achieved an emotional CONNECTION with the target audience, which began to participate actively in various media to share positive messages based on each person’s own EXPERIENCES. For the first time, normal people were the protagonists of the campaign, in each and every medium.The day after launching the campaign, the results were as follows: Over 30 mentions in websites and blogs.Picked up by press, radio, and TV.Youtube: Viewed over 10,200 times.On one occasion, it was the most viewed video that day.Over 40 comments.Ranked first in “favorite videos of the day”.Ranked third in “favorite videos of the week”.