COunTry: iTaly seCTOr: fOOd & BeVerages
Happiness is an online movie
launch for Coca-Cola
A spectacular two-stage campaign across a range of Microsoft Advertising channels
turned Coca-Cola’s popular ‘Happiness Factory’ ad into an online cinema event with
a nation-wide community following and spectacular engagement levels. With over
13 million ad impressions, double-digit click-through rates and 600,000 downloads,
there was a lot of happiness to go around.
Key faCTs
ClienT:
Coca-Cola
media agenCy:
Starcom Motive
TargeT audienCe:
18-34-year-olds
Key Channels:
MSN Homepage, MSN
Entertainment, MSN
Video, Windows Live
Messenger, Virtual Earth
maps and the Windows
Vista desktop
The Brief
l Build on the popularity of the ‘Happiness
Factory’ TV campaign
l Drive awareness of the ‘Happiness Factory
message
l Build deeper engagement with the campaign
concept and Coca-Cola brand
The Campaign
Microsoft Advertising and Starcom Digital
developed a two-phase online campaign that
treated Happiness Factory as an online movie
launch with spectacular ad formats and deep
editorial coverage, and then encouraged the
growth of a nationwide community through
Microsoft’s social media.
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