Coca-Cola has brought out the Cola-Cola Hug Machine, a vending machine designed to bring doses of happiness into the lives of people anywhere and everywhere. Launched in Singapore, the regular-looking Coca-Cola vending machine has the words “Hug Me” in large letters on the front. Those bold enough to embrace the machine are rewarded with cans of ice-cold Coca-Cola and left with huge smiles on their faces. The Coca-Cola Hug Machine. You hug it, it returns the favour with a Coke. Because vending machines have feelings too. #hugmecoke
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“Happiness is contagious. The Coca-Cola Hug Machine is a simple idea to spread some happiness,” explained Leonardo O’Grady, ASEAN IMC Director, The Coca-Cola Company. “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. Whether you were hugging the machine or experiencing the event online, our goal was the same – to put a smile on your face and share that emotional connection. Reactions were amazing… people really had fun with it and 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 – it was really heartwarming.”
“We’re excited to work with The Coca-Cola Company in delivering what is really a very simple idea. All you need to do is give the Coca-Cola Hug Machine a hug and it will love you back, by giving you a free Coke. Something simple and engaging, that lifts people’s spirits and brings a smile to their face,” explained Louise Kuegler, Regional Business Director at Ogilvy & Mather Asia Pacific.
With the success of the Coca-Cola Hug Machine in Singapore, there are now plans to roll it out across Asia to bring the same happiness to consumers from other countries.
The Hug Machine campaign was developed at Ogilvy & Mather Singapore by chief creative officer Steve Back, executive creative director James Procter, art directors David Stevanov and Jon Loke, copywriters Kevin Joseph and Troy Lim, illustrators Eunice Ng and Sean Soo, producers James Brook-Partridge and Alvin Chin, head of planning Mark Sinnock, account service team Louise Kuegler, Jiamei Tay, working with creative director Angus Gordon at The Well, and production director Adrian Chua at Makers Pte Ltd.