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Coca-Cola decided to be the catalyst used by everyone, to make someone happy.

Using TV, Radio and Internet, we announced that on May 8th at 19h59, something was going to happen.

Cola-Cola created a partnership with all telecom companies in the country to give everyone a 1-minute free call.

On May 8th at 19h59, all channels, radio stations and site aired simultaneously a spot that challenged everyone to make a 1-minute call to someone special to tell how they make them happy.

1m minutes of happiness offered in ½ hour.

The spontaneous brand awareness increased 83% and brand loyalty 10%.

The brand preference raised 10% vs 2011 average.

Raised 103% vs Top 5 brands average and 123% in the period of campaign vs the Top 5.

The happiness attribute raised 9%.

The purchase intent raised 15%; and the conversation rate to Exclusive Love increased 7%.The mobile networks increase 20% more than Christmas time. The number of homepage visits raised 1700% on May 8th.

In the next days, the new radio challenge leading more than 17,000 participations in just 5 days.