Despite Peru’s economic growth and pride, Peruvians were not happy and this was shown in in the most basic form of expression: they were not smiling in their ID’s,even when there’s no law that forbids them to.

Wefound 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.

We approached the RENIEC,the government´s entity in chargeof identifications and made them our ally in this initiative that would inspire Peruvians to do everything with a smile.

Free photo booths in strategic points all over Peru were installed to give awayID pictures, the condition: the camera would only activate with a smile. After this, we encouraged people to register their ID’s inCoca-Cola’s website, so we would start a happyID community,giving them benefits for having a happyID.

We approached the “RENIEC”, the government´s entity in charge of identifications and made them our ally in this initiative that would inspire Peruvians to smile in their ID’s.

Free photo booths in strategic points all over Peru were installed to give away ID pictures, the condition: the camera would only activate with a smile. The activation was a success and over 45,000 happy ID’s were created.

After this, we encouraged people to register their ID’s in Coca-Cola’s website, so we would start a happy ID community, giving them benefits for having a happy ID.

In the first month of the campaign, 90% of new ID’s were happy ID’s and over 30,000 were registered in Coca-Cola’s website. The ID became a reward card and happy ID holders are enjoying discounts in Key Accounts just by showing their smiling ID.

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

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

3) 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.

4) 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; the idea is to spread this all over Peru and why not, other countries.

Sources: IPSOS Apoyo market research / Havas media / Coca-Cola