We were challenged to increase Coca-Cola’s emotional connection with Peruvians. We found that despite Peru’s economic growth and pride, Peruvians were not happy and this was shown in the most relevant form of expression: they were not smiling in their ID’s, even when there’s no law that forbids them to.

We found an opportunity to spread happiness all across the country with a simple but significant action to make a difference: encourage Peruvians to smile in their ID’s, inspiring them to show happier selves by showing a happy identity card. Free photo booths were installed in strategic points all over Peru to give away ID pictures. The condition: the camera would only activate with a smile. After this, we encouraged people to register their ID’s in Coca-Cola’s website. This way, we would start a happy ID community, giving them benefits for having a happy ID, in alliance with Key Accounts. Viral videos were created to promote this, in which celebrities performed as ambassadors for the campaign.

A complete IMC support plan was developed for this Campaign. After only a few weeks from the launch, the campaign became a viral success, with more than 1.3 million of shares on social networks and free press of USD 300M. The positive response and action was immediate: 90% of new ID’s in the first month of the campaign were happy ID’s and 62% of Peruvians express their intention to get a happy ID.

The campaign surpassed Coca-Cola’s goals, while the brand’s association with happiness increased 8 points in the period of the campaign.

The ID initiative aims to encourage Peruvians to smile in their photo ID, and this simple act generates an attitude change.

Coca-Cola is known for inspiring a positive attitude and an optimistic view on things, this is why the connection with happiness and inspiration of an attitude change were two key elements that made this campaign appropriate to the brand’s essence.

Using the ID of Peruvians for this campaign was key for generating a high local relevance and engagement. This, together with an entire support plan that drove people to change their sad photo of their ID to a happy photo,inspired Peruvians to create a positive change in their lifestyle.

The campaign was a viral success, with more than 1.3 million of shares on social networks and free press of USD 300M.

The positive response and action was inmediate: 90% of new ID’s in the first month of the campaign were happy ID’s.

It helped increase main brand indicators: Coca-Cola’s brand Association with Happiness increased 8pp, the for someone like me indicator increased +10pp and Brand’s differentiation increased +12pp in the period of the Campaign.

This is just the beginning: 62% of Peruvians have intention to get a Happy ID. We are working on a second phase to this campaign.