In Oct 2011, Thailand suffered the worst floods in its history, draining the happiness of Thais. People were glued to TV and social media which were oversaturated by the disaster. As the natural companion to good times, Coke would mobilize Thais to reverse the tide of bad news with stories of hope and encourage participation in the reconstruction. We wanted to build visible monuments to ignite visions of a brighter future and establish a platform where dreams for a better Thailand could be shared.

Everyone can show support for Thailand by:

• Sharing inspirational stories and well-wishes

• Donating blood and money

• Volunteering in the reconstruction efforts

We lit up a building with an animated display of triumphant tales of flood victims which was also integrated with social media to receive well wishes in real-time. Social media was also used to recruit volunteers and announce reconstruction activities. We convinced journalists to make good news a daily feature on their news programs to sustain the trend of positivity. Finally, a mall roof was wrapped to create the world’s biggest Coke bottle as a memorial landmark to show that Thailand is ready to move forward.

Results:

• U$ 3.5M PR values

• Thailand’s Gross Domestic Happiness increased from 66% to 75%

• 137m engagements through social media

• Established 15,000 volunteers who helped raise U$ 2.8M for the Thai Red Cross and rebuilt 600 homes and 25 schools Habitat for Humanity

• Market share doubled from 24% to 51% by yearend, Coke regained no. 1 after 25 years

Coca-Cola launched “A Million Reasons to Believe in Thailand” campaign which is a grassroots movement to rally all Thais to reverse the tide of bad news and begin the reconstruction after the floods.

Everyone can show support for Thailand by:

• Sharing inspirational stories and well-wishes

• Donating blood and money

• Volunteering in the reconstruction efforts

During the crisis, news ratings spiked by 16% and Twitter set a single day record of 3.3M tweets in Thailand. We used social media as a platform where dreams for a better Thailand could be shared by building monuments to ignite visions of a bright future.

OUTPUT / AWARENESS

• More than a million messages were collected & shared

• Awareness of the campaign reached 92% of Thais

• U$ 3.5M PR values of good news

• Thailand’s Gross Domestic Happiness increased from 66% to 75%

ACTION / BUSINESS IMPACT

• 137m engagements with the campaign through social media (Facebook, Twitter, YouTube, etc.)

• Established a “Positive Energy” community of more than 15,000 volunteers who actively participate in the Coca-Cola reconstruction efforts

• Successfully raised funds to the tune of U$ 2.8M that was donated to the Thai Red Cross and Habitat for Humanity in the rebuilding of more than 600 homes and 25 schools in the worst affected provinces

• Market share more than doubled from 24% to 51% by end of 2012, enabling Coke to become no. 1 again after 25 years (from Nielsen Retail Audit)

Coca-Cola, as a Happiness ambassador, managed to make Thailand, the Land of Smiles once again.

Our idea was to build a real beacon of inspiration. We lit up a building powered by Coke, visible across Bangkok, with an animated display of triumphant tales of flood victims. It was socially powered with live integration of Facebook and touch screens to receive well wishes.

The launch was covered by TV stations and news outlets to attain national reach instantaneously. We convinced these journalists to make daily good news a permanent feature to sustain the trend of positivity.

We also felt Coke had to contribute to the real reconstruction efforts. We used our Facebook and Twitter to convert mass conversation into recruiting volunteers and announcing activities.

To celebrate the surge of hope, we wrapped a mall roof to create the world’s biggest Coke bottle as a memorial landmark. Inside, we had an exhibition of the millions of well wishes to show that Thailand is ready to move forward.

At the end of 2011, Thailand suffered the worst floods in its history, draining the happiness of Thais. The floods isolated two thirds of the population by submerging houses and businesses under water. People were glued to TV and social media which were oversaturated by the disaster. Gross Domestic Happiness plunged almost 10% in the country known as “Land of Smiles.”

There was little reason to celebrate, affecting Coke sales and putting it further behind Pepsi at 24% vs. 40%. We wanted to get Thailand moving forward again in order to arrest flagging sales and revitalize Coke image.

We localized the global communication platform of Coke which is “Happiness” to become more relevant in light of the broader socio-cultural changes happening in Thai society rather than just focus on selling soft drinks.

Coke has a refreshing attitude and inspires optimism. We recognize that choosing to be positive is essential to restore the nation’s confidence and keep moving forward. Everyone needs to realize and be engaged that only they can make a difference. As the natural companion to good times, Coke would mobilize Thais to reverse the tide of bad news with stories of hope and encourage participation in the reconstruction. We wanted to build visible monuments to ignite visions of a brighter future and establish a platform where dreams for a better Thailand could be shared.