A large portion of Coca-Cola’s consumers in the UAE is made up of blue-collar workers from the Asian Subcontinent. These workers earn the lowest wages in the country (an average of $6 per day) and most of them can only visit their home countries every three years. Coca-Cola wanted to spread a little happiness amongst this segment and increase affinity and love for the brand.

Calling home is the only way for them to keep in touch with their families. But with rates to the Subcontinent as high as $2.73 for a 3 min call, it’s nearly impossible for them to connect to their families regularly.

So we created a way to help them connect with their families more often. We turned Coca-Cola bottle caps into currency that could be used in the Hello Happiness Phone Booth – a specially created booth that accepts bottle caps instead of coins to make a free three-minute international phone call.

Calling home is the only way workers keep in touch with their families. But with rates to the Subcontinent as high as $0.91 per/min, their call home happens just once a week, in off peak times.

So we created a way to help them connect with their families more often. We turned Coca-Cola bottle caps into currency that could be used in the Hello Happiness Phone Booth – a specially created booth that accepts bottle caps instead of coins to make a free three-minute international phone call.

The booths were installed at labour camps where the workers live in order to target them directly within an environment in which they were comfortable in. This also helped create buzz about the booths through word of mouth amongst the labourers, enhancing their usually monotonous routines with a new and interactive experience.

The booths were placed at labour camps across the UAE, putting Coca-Cola and its open happiness message into action every time someone steps inside.

There are over half a million blue-collar workers in the UAE and this ongoing initiative till December 2014 hopes to bring happiness to them all. The response from the public has been very supportive and the wider UAE community has also started cap collection drives to donate them to camps, which is resulting in a very noticeable spike in sales. The video of this activation has achieved over a million hits from the region in a couple of weeks.