(for Advertising Class)
A few months ago, I came across a few videos in youtube released by the Coca- Cola Company. These videos were not meant to be an advertisement, but they served as one anyway.
These videos are about the so-called Coca Cola Happiness Trucks that provide happiness to wherever they are. These trucks mysteriously park in public places where a lot of people could see it, and there is a large “push” button that is very noticeable even to those who just pass by. After pressing the button, the person is given a bottle of coke, or anything that would be of interest to that person depending on the place where the truck parks. In beaches, the truck shares Frisbees, shades, foldable chairs, and surfboards. By the streets they give out skateboards, balls, toys, roses, and teddy bears. It is a wonderful gesture of just giving generously without asking for any mode of payment. The people who get gifts from this “happiness truck” are thankful, but have no idea who exactly to thank.
In a way, this strategy became effective to consumers because it gained them loyalists and people’s attention- that Coca-cola is out there, doing things like these that humbles their company down, and gives them a better reputation than all the other companies who try to seem aggressive.
One viewer from the youtube video commented,
I love that there are big corporate companies still doing thing like this; Forget about the money for a day and just remind us all how capable of compassion humans are. Amazing video, brightened up my day :)
For coca-cola that was a little happiness for them ..
but for that people its a biggest happiness they get :)
and then more and more similar comments were shared.
Nicest thing ever! Nice one coke :)
I think this idea of the Coca-Cola Company is both for Sales Promotion and Public Relations. After seeing this project, people would get encouraged to buy coke instead of any other product, thus giving them more profit and more buyers. The idea of sharing without asking for anything in return benefits them by gaining them a respectable brand name which is I think what their communication objective was.
To say that it followed the Integrated Marketing Communications or IMC Strategy is an understatement, seeing as Coca- Cola already has many different slogans and catch phrases such as “Life Tastes Good,” “Make it Real” and “Open Happiness” internationally then locally we hear “Buhay Coke, Buksan Mo” and it does make you feel that, once you open a bottle of coke, you open up into a life that is good and happy.
As effective as all the other commercials Coca-Cola has produced both internationally and locally, their idea of making the “Happiness Truck” served the same purpose, because psychologically the truck with the name “Coke,” “opens” when it is pushed and it gives you something that could make you happy.
The video ends with the phrase “Where will happiness strike next?” and it leaves the viewers hoping that it could be their place. The happiness this promotion provides is genuine and you could really see it through the smiles in the faces of those people coke has given happiness to.