Cannes Lions

Thank You Machine

J. WALTER THOMPSON BRAZIL, Sao Paulo / COCA-COLA / 2017

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Overview

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Credits

Overview

Description

Everyone has someone to say thank you. Especially during Christmas season. So we create as interactive machine designed to spread gratitude: The Coca-Cola THX BOX.

Not an ordinary Coke Machine, pretty much the opposite.

Instead of a Coke dispenser, it has an intuitive Coke deposit box.

When the user places the bottle in the deposit, the machine is activated to record a video dedicated to someone that deserves a special message.

To encourage people to open their hearts, the THX BOX was designed to preserve privacy. But after the video was recorded, you could share your message on your social networks and show your gratitude to everyone.

The THX BOX worked as a “Sending Machine”: the video was delivered on Facebook, and the bottle at your friends doorsteps, integrated with Coca-Cola ecommerce.

We give people the chance to say thank you to someone this year.

Execution

The machine was totally thought to make people feel confortable to open their hearts.

- Intuitive deposit:

the Coca-Cola shape invites to place the bottle that will activates the machine.

- Two camera heights:

People should state their height and one of the two cameras would start shooting in the most optimized frame. The virtual keyboard also has different position to remain confortable in different heights.

- Privacy:

We opted for a side screen, so from the outside others can’t really see the screen.

- Inclusive design:

It has an access ramp and its wide enough to accommodate wheelchairs.

- Storage:

The bottles deposited in the machines are kept in an internal storage space.

- Interface:

Simple and intuitive to facilitate the process and enhance the user experience.

Scale

10 machines were produced and among the 4500 videos and bottles shared during 25 days.

Outcome

The Xmas special edition bottle had a sales increase of 1222%. In 2015, 1614 bottles were sold, and in 2016 21342.

45000? videos were recorded and posted in social media.

We have spread an important feeling on social networks: Gratitude.

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