Over the years Coca-Cola has built the credentials to lead and talk about happiness thru numerous campaigns, both international and local through multi-target communication. However, one of our more challenging targets was teens, our brand´s engagement indicators were below our expectations and we needed to impact especially in this target.

This is why we focused our communication in connecting with teens trough the pillar of the brand’s strategy: happiness. We needed to inspire them with a strong message of happiness that would link them with emotionally with the brand, maintaining current consumer and recruiting new consumers.

The ID initiative aims to encourage Peruvians to smile in their photo ID, and this simple act generates an attitude change.

Coca-Cola is known for inspiring a positive attitude and an optimistic view on things, this is why the connection with happiness and inspiration of an attitude change were two key elements that made this campaign appropriate to the brand’s essence.

Using the ID of Peruvians for this campaign was key for generating a high local relevance and engagement. This, together with an entire support plan that drove people tochange their sadphoto of their ID toahappy photo,inspired Peruvians to create positive change in their lifestyle.

We found 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.

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

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

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

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.

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.