Despite Peru’s economic growth and pride, Peruvians were not happy and this was shown in in the most basic form of expression: they were not smiling in their ID’s,even when there’s no law that forbids them to.

Wefound an opportunity to spread happiness all across the country with a simple but significant action to make a difference: encourage Peruvians to smile in their ID’s,inspiring them to show happier selves by showing a happy identity card.

We approached the RENIEC,the government´s entity in chargeof identifications and made them our ally in this initiative that would inspire Peruvians to do everything with a smile.

Free photo booths in strategic points all over Peru were installed to give awayID pictures, the condition: the camera would only activate with a smile. After this, we encouraged people to register their ID’s inCoca-Cola’s website, so we would start a happyID community,giving them benefits for having a happyID.

1- The campaign was a viral success, with more than 1.3 million of shares on social networks and free press of USD 300M.

2- The positive response and action was inmediate: 90% of new ID’s in the first month of the campaign were happy ID’s.

3- It helped increase main brand indicators: Coca-Cola’s brand Association with Happiness increased 8pp, the for someone like me indicator increased +10pp and Brand’s differentiation increased +12pp in the period of the Campaign.

4- This is just the beginning: 62% of Peruvians have intention to get a Happy ID. We are working on a second phase to this campaign; the idea is to spread this all over Peru and why not, other countries.

Sources: IPSOS Apoyo market research / Havas media / Coca-Cola

We developed a complete IMC support plan for this Campaign, mainly in:

1.- Online

Digital viralization of: the Video Concept explaining the Concept of the Happy ID, and Videos of local celebrities with their Happy ID: Youtube, Facebook, Twitter.

2.- OOH: Special OOH elements inviting Peruvians to be part of this movement

3.- TV spots and PNT’s In TV Programs sponsored by CC.

4.- Radio: Spots and special mentions

5.- BTL: Photo booths installed in shopping Malls all over Perú. Free Coke and ID photo only if you smile

6.- Press: Special Ads explaining the Concept of the Campaign

7- Special partnerships with KKAA

We made ad-hoc actions for the members of the Happy ID movement with some Key

Account partners to give them access to exclusive benefits, such as special prices in

combos or Coca-Cola packs.

Some of those partners: Pizza Hut, McDonalds, Cinemark and Groupon.