Challenge: Chile, a country with 70 % of sedentary lifestyle, became the ninth country with the highest obesity rate at 67 % of the population in that condition.

In response, Coca -Cola decided to do something for the society by the campaign "Movement is happiness”.

Objective: Combat sedentary life through activation to make consumers move somehow, so that they realize how important it is to move.

Strategy: Promote the movement less predictable situations like having to pedal when you choose to take a taxi. Converting a situation that comfort is reached by surprise.

Execution: The campaign looked at the total transformation of a taxi, including a system of interaction that made pedaling passenger. Then install a device that lowered the rate while pedaling passengers in his seat.

Results:

For the population dropped the brand perception of " unhealthy “, from 49 % to 45 %, so its acceptance grew. The " Happiness is Movement " had an 85 % positive messages about the campaign. And 97 % of them declared maintain, and increase your intake. 77% felt motivated to have a style of active, healthy lifestyle.

The campaign looked at the total transformation of a taxi, including a system of interaction that made the passenger pedal. The taxis circulated for many days in eight cities, capturing the attention of those who saw it happen and, of course, those that had the opportunity to travel in it.

Given the negative health of the population, Coca-Cola developed the plan "is happiness movement" that promotes active and healthy lifestyles; motivating people to leave sedentary activities also positively reflected a change of mood in unexpected situations.

The population had 85% positive messages about the campaign. 97% of them declared they would maintain, and increase their intake. 77% felt motivated to have an active lifestyle and healthy life.

Coca-Cola also took four commitments for an active and healthy life in which they promoted movement activities throughout the country.

The total investment for “Taxi of Movement” was $ 60,000, which was motivated and mobilized by 1.5 million visits, which allowed us to have a return on investment of 3.5 cents per contact.