Cannes Lions

VENDING MACHINE

OGILVY & MATHER JAPAN, Tokyo / COCA-COLA / 2012

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Overview

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Credits

Overview

Description

In Japan, almost every media is controlled by the advertising agency only. And that can become a little bit of a problem. Media space is scarce, limited and extremely expensive. We needed to come up with and idea that could give us the opportunity to interact one on one on a daily basis with our customers.This idea consisted of placing a QR code on every single one of the 1m vending machines that Coca-Cola owns across Japan. When buying a Coke from those vending machines, consumers could befriend each and every one of them through the QR code. Each and every one of vending machines has their own name, characteristics and personality. Consumers could talk, play and interact with the vending machines (the brand!) every day. This way we gave the brand the possibility to reach their customers every day, without buying any media spaces whatsoever.With 1 idea, we managed to turn 1m vending machines into 1m touch-points for the brand to interact with their costumers. For a brand like Coca-Cola, and in a country like Japan with its media landscape, that's saying a lot.1m vending machines.20m transactions.20m opportunities to build a closer relationship with their customers, every day.

Execution

Through a QR code on each vending machine, consumers can befriend each and every one of them, each and every one of them having their own name, characteristics and personality.Consumers could talk, play and interact with the vending machines (the brand!) every day.This way we gave the brand the possibility to reach their customers every day, without buying any media spaces whatsoever.With one idea, we managed to turn one million vending machines into one million touch-points for the brand to interact with their costumers. For a brand like Coca-Cola, in a country like Japan and its media landscape, that's saying a lot.

Outcome

1m vending machines.20m transactions.20m opportunities to build a closer relationship with their customers.In a day.

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