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."
【资讯快讯】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”。
英语六级单词一周内每天的记忆方法
细数考过英语四六级的十一条军规
新英语六级经验谈如何考到500分
谈在冲刺阶段该如何复习
考了六次才过六级者经验
四六级备考新旧题型不惧牢记三点注意
不要忽略的捷径历年真题
六级考试一定要记住的四个单词
写给参加英语四六级考试的朋友
1小时记100单词
英语四六级走出误区四六级写作高分诀窍作文
英语四六级考前五大绝招
备战六月精听泛听结合真题模拟题兼顾
三大考场要诀应对四六级考试听力
四六级听力的命题规律和测试重点
四招应考四六级口语
大学英语四六级通关之必备策略
如何提高英语口语水平的
备考大学英语六级五绝招想不考高分都难
走出CET英语四六级考试作文误区
六级冲刺时间怎样更为高效利用时间
六级英语与考研英语的区别
四六级阅读理解高分制胜必读
听力是在听的练习里培养起来
大学英语新六级备考全攻略
英语四六级考试考前两个月复习策略
我怎么考过6级英语的
四六级通向成功之路
英语写作难点热点问题
只需三步一周就能背完英语新单词的绝妙方法
不限 |
英语教案 |
英语课件 |
英语试题 |
不限 |
不限 |
上册 |
下册 |
不限 |