可口可樂售貨機頻賣萌 求擁抱送可樂
Coca-Cola has created an attention-grabbing publicity stunt in Singapore - a vending machine which gives out free cans of Coke in return for 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 instead of the drinks brand’s logo, the words ‘Hug Me’ are emblazoned across its iconic red-and-white ead 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 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 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."
【新聞快訊】近日，新加坡國立大學的學生驚奇地發現，校園內可口可樂的自動售貨機紅白色標誌上寫上了“擁抱我”的字樣。更神奇地是，顧客無需付錢，只需緊握可樂機器的兩邊就可收到一聽免費可樂。
可口可樂自動售貨機“頻頻做秀賣萌”，成功地吸引了年輕人的眼球。據悉，這是新加坡可口可樂公司開展的一項針對年輕人的“開啓幸福”的活動。此次創意由奧美廣告公司設計，旨在向年輕人展示可口可樂是不具威脅性的朋友。
可口可樂亞太區總監格雷迪在“開啓幸福”活動上發表演講時說：“幸福具有感染力。可口可樂擁抱機器就是爲了傳遞幸福。”他還表示：“人們的反應很有趣。有時候，同時會用四五個人擁抱這個機器！實際上，有一長隊人等着送上擁抱。”
此次活動背後的營銷專家也希望藉此能鼓勵顧客“將積極、樂觀和樂趣帶入他們的生活中”，能夠“開啓可樂、共享幸福”。
