Coca-Cola has created an attention-grabbing publicity stunt in Singapore - a vending machine which gives out free cans of Coke in return for hugs.The whacky idea is part of the company’s Open Happiness campaign designed to target young people in a gesture-based marketing stunt being tested out in Singapore.
Students at the National University of Singapore were surprised to find that the soft drinks giant had unfurled the machine on campus overnight.But instead of the drinks brand’s logo, the words ‘Hug Me’ are emblazoned across its iconic red-and-white logo.Instead of paying money, customers have to squeeze the sides of the drinks machine to receive a free can of Coke.
Public displays of affection are uncommon and have long been discouraged in Singapore, but are on the rise amongst young people.The move is part of a campaign created by advertising firm Ogilvy & Mather, intended to position the brand as a non-threatening ally to demonstrating youth.
In a statement as part of the company's Open Happiness campaign, Leonardo O’Grady, Coke's Asia Pacific Director for Sparkling & Activation Platforms, said: "Happiness is contagious. The Coca Cola Hug Machine is a simple idea to spread some happiness. Our strategy is to deliver doses of happiness in an unexpected, innovative way to engage not only the people present, but the audience at large."
Marketing gurus behind the stunt hope that it will encourage consumers to "bring positivity, optimism and fun into their lives" and to "open a Coke and share a little happiness".
The machines have been such a success that there are plans to roll them out across Asia.Mr O'Grady added: "The reaction was amazing - at one point we had four to five people hugging the machine at the same time as well as each other! In fact, there was a long line of people looking to give hugs."
【新闻快讯】近日，新加坡国立大学的学生惊奇地发现，校园内可口可乐的自动售货机红白色标志上写上了“拥抱我”的字样。更神奇地是，顾客无需付钱，只需紧握可乐机器的两边就可收到一听免费可乐。
可口可乐自动售货机“频频做秀卖萌”，成功地吸引了年轻人的眼球。据悉，这是新加坡可口可乐公司开展的一项针对年轻人的“开启幸福”的活动。此次创意由奥美广告公司设计，旨在向年轻人展示可口可乐是不具威胁性的朋友。
可口可乐亚太区总监格雷迪在“开启幸福”活动上发表演讲时说：“幸福具有感染力。可口可乐拥抱机器就是为了传递幸福。”他还表示：“人们的反应很有趣。有时候，同时会用四五个人拥抱这个机器！实际上，有一长队人等着送上拥抱。”
此次活动背后的营销专家也希望借此能鼓励顾客“将积极、乐观和乐趣带入他们的生活中”，能够“开启可乐、共享幸福”。
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