Coke uses drones to deliver drinks from the skies to construction workers in Singapore
‘Happiness from the skies’
Coca-Cola can claim to be one of the first advertisers in Asia to deploy drone cameras in a marketing campaign.
As part of its Open Happiness campaign, the fizzy drinks brand has teamed up with non-profit organisation the Singapore Kindness Movement to deliver cans of Coke from the sky to construction workers in Singapore.
Coke dropped off cans of drinks and words of encouragement to more than 2,500 guest workers around the island nation. The company is using the hashtag #CokeDrones to promote its campaign.
Michelle Tay, associate general secretary of the Singapore Kindness Movement, said in a press release: “As a movement, we are always looking to support and encourage ground-up kindness initiatives that look to do good in our local communities. With businesses like Coca-Cola coming forward to become champions of kindness, we move steadily towards our vision of becoming a kinder, more gracious and ultimately happier society.”
Drones were on display at the recent World Association of Newspapers conference in Hong Kong, with their uses for journalists and brands much debated at the event.
The agency behind the ‘Happiness from the skies’ campaign was Ogilvy.
The campaign makes absolutely no sense. 1. It does not solve anything for anyone and is kind of a scam. 2. Why couldn’t they just handed the Cokes out to them as PEOPLE instead of dropping them like food aid? Kind of upsetting.
ReplyMr. Chandran – I beg to differ a bit on your first point. While this initiative may not have a tangible result, I feel it does make the workers feel more appreciated and happier, which is a nice way to deliver the message ‘Open happiness’.
However, I do agree with you on your point about the way the cokes were delivered.
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