Happiness is an online video campaign for Coca-Cola

Introduction:

Building on the success of one of its highest-rated TV spots, Coca-Cola’s Happiness Factory online advertising campaign took brand impact to new levels and boosted the brand’s engagement levels for 18-to-34-year-olds. Online video ‘trailers’ and interactive community content delivered over 61.5 million impressions and a record click-through rate of 16.5 per cent.

Campaign objectives:

• Extend the impact of the Happiness Factory TV spot, one of the highest-rated ads in Coca-Cola’s history
• Build brand awareness for Coca-Cola in Italy
• Drive user engagement with the Coca-Cola brand.

Creative solution:

Launching a promo trailer for the film, ‘Happiness Factory 2’ on MSN Video’s Cinema section built real excitement around the prospect of a full-length movie following on from Coca-Cola’s TV campaign. Awareness of the film was further boosted by an MSN Home Page Takeover the day of the campaign launch. Building on the buzz surrounding the Happiness Factory film, Coca-Cola and Microsoft Advertising created a special ‘Now Hiring’ community site where users could undergo personality tests and download Windows Live gadget kits including a Windows Live Messenger Emoticon pack, dynamic display pictures and a Personal Expression Limited Edition. Users could also apply for jobs in the Happiness Factory.

Key results:

• The online advertising campaign delivered 61.5 million impressions
• A record click-through rate of 16.5 per cent translated to 300,000 click-throughs
• The Film Launch phase resulted in 26,000 page views and 13,500 video streams over two weeks
• The Now Hiring phase delivered 730,000 page views, 141,000 visits and over 30,000 personality tests in one week
• Over 550,000 Personal Expression packs were downloaded from the Now Hiring site over 10 days.