We engaged Colombians in stunt based activities that suited their lives, linking Coca-Cola directly with happiness / movement. We purpose built and installed Coca-Cola movement machines at stations and in taxis. We challenged commuters to exercise and rewarded with free transport. In taxis, surprised passengers found a set of Coca-Cola pedals attached to taximeters with enthusiastic drivers offering the chance to save on fares by pedalling. As they pedalled, a Coke bottle filled up and discounts increased – everyone left the taxi smiling! We created video content for Facebook and YouTube, backed up by user-generated social media content during campaign.

The ‘Happiness Is Movement’ campaign got Colombians moving, smiling and winning, all whilst amplifying Coke’s “Open Happiness” positioning.

• Movement stations delivered more than 10,000 tickets for public transport and engaged 18,300 people

• 121 people accepted our challenge in the taxi and were rewarded with discounted fares

• Digitally we achieved a reach of 28% on YouTube in just three days via Google and Facebook

• Socially, 288, 448 Colombians were redirected to the video from both Facebook and Google and 46,189 people notched up views