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Definition 6

ABA11 Winner / How to Enter

Company: Definition 6, Atlanta, GA
Company Description: Definition 6 is a unified marketing agency. We help you identify new opportunities for your brand, create more meaningful brand experiences for your audiences, and develop stronger relationships with your customers. Since 1997, Definition 6 has been helping clients re-define brand experiences by unifying the disciplines of marketing and technology.
Nomination Category: Marketing Awards Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Food & Beverage

Nomination Title: "Where Will Happiness Strike Next?"

    Tell the story of this nominated marketing campaign for the judges (up to 500 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

        The objective of the campaign is to create sharable content that helps connect
people around the world by spreading small moments of authentic happiness and
is designed to make the emotional connection between brand and audience in a
genuine way.  Everyone can use and share a little happiness. This campaign is a
great example of how creativity can effectively change the way people feel and
interact with each other while creating a genuine love for a brand at the same
time.

        Of course nothing tops making people happy, but there are a few other things
about our approach we’d like to add:
•     Sharing is a Coca-Cola Company principle. Creating a story worth
spreading and sharing was what this campaign was all about.
•     Authenticity, another Coca-Cola Company principle, is why the happiness
you see on screen is so contagious - because it’s real. No actors were used and
the cameras were positioned to avoid influencing participant behavior. You
simply can’t make this up.  You can only hope to capture it.  And we did.

        The first project, “The Happiness Machine”, involved placing a Coca-Cola
vending machine inside a college cafeteria which was fitted with cameras and
the ability to dispense more than just Coke. The Coke Machine was installed the
night before the first of the 2 day shoot. The machine surprised customers with
an array of Coke beverages, flowers, pizzas, etc., to elicit hysterical
responses from the students and deliver “doses of happiness” in the process.
The “Happiness Truck” is the second chapter in the Coca-Cola Happiness
campaign. The creative direction was to take the spontaneous happiness of the
first campaign event and video as inspiration, and then create a new story
targeted to a more international audience.

        Both videos were released on YouTube.  Additionally, for the Happiness Truck, a
special hub titled, “WWHSN”, was created on Coca-Cola's Facebook Fanpage. This
hub features an interactive globe that allows users to explore the world and
discover all the videos individually created across the continents for this
campaign.  This hub is scalable and designed to house new markets that add
their pins to the globe and allows for endless updates to the page with their
own videos.

        Results:
Happiness Machine: 3,210,219M views YouTube Views, 200M+ impressions globally ,
412k organic search results, based on "Coca-Cola happiness machine" search on
Google and 22M for "happiness machine", 2.5k YouTube comments, Total Blog
Posts: 287 – 825, Total Tweets 5,040, Other Site Views - 50,000+  Duplicate
video views on You Tube:  40,000+. Over a dozen markets activated the Happiness
Machine locally, starting with the US team airing a 60 second version we
created on the second biggest media event on TV - the American Idol finale. 
Happiness Truck: Launched on Feb. 22, 2011, it has been shared through Twitter
and Facebook over 7,000 times, nearly 600 blogs written about it, and has been
viewed over 700,000 times.  Additionally, the sentiment is overwhelmingly
positive with over 1600 “likes” on YouTube and over 450 comments.

    List hyperlinks to any online work samples, videos, images, presentations, news stories, press releases, or other documents that support your case. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:

        http://www.youtube.com/watch?v=lqT_dPApj9U
http://www.youtube.com/watch?v=hVap-ZxSDeE
http://www.facebook.com/#!/cocacola?sk=app_186436108054555

        http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=120887
http://adweek.blogs.com/adfreak/2011/02/coke-now-delivering-happiness-from-a-truck.html

    Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 100 words):

        Paul McClay leads the Strategy and Media Groups for Definition 6 and works with
clients to re-define brand experiences, deliver strategies that leverage the
full spectrum of digital marketing tactics, including paid media, search,
social media, video and mobile, and drive measurable business results.

        His recent work includes strategy counsel on the Coca-Cola "Happiness Machine"
campaign, a highly-successful digital marketing campaign that earned a Gold
CLIO and "Campaign of the Year" from Ad Age.
Paul is a graduate of Durham University, where he studied Business and Computer
Science.