The Hello Happiness Phone Booth by Coca-Cola Trades Bottle Caps for Calls
Laura McQuarrie — May 14, 2014 — Marketing
References: coca-cola.ae & creativeguerrillamarketing
In trade for a bottle cap, Coca-Cola's Hello Happiness Phone Booth helps underpaid blue collar workers in Dubai make a call home. Many workers that come to the UAE are far from their families and only make about $6 a day, which is barely enough to make frequent calls home.
Instead of accepting money, Coca-Cola's Hello Happiness Phone Booth works on a system where one bottle cap equals one free three minute international phone call. The phone booths were placed at labor camps and unsurprisingly, there were huge lineups to use them.
The booth was devised by Y&R Dubai for Coca-Cola, and it's just another example of how brilliantly the brand continues to make advertisements that associate it with some of the most joyous moments in life.
Instead of accepting money, Coca-Cola's Hello Happiness Phone Booth works on a system where one bottle cap equals one free three minute international phone call. The phone booths were placed at labor camps and unsurprisingly, there were huge lineups to use them.
The booth was devised by Y&R Dubai for Coca-Cola, and it's just another example of how brilliantly the brand continues to make advertisements that associate it with some of the most joyous moments in life.
Trend Themes
1. Bartering Phone Booths - Opportunity for brands to create innovative solutions that cater to the needs of underpaid workers in remote locations.
2. Bottle Cap Economy - Potential for the use of alternative currencies, such as bottle caps, to provide value and access to essential services.
3. Inclusive Communication - Growing demand for affordable communication solutions that bridge the gap between low-income communities and their families.
Industry Implications
1. Beverage Industry - Opportunity for beverage companies to leverage their products as alternative currencies to provide value-added services to specific demographics.
2. Telecommunications Industry - Innovations in communication technology and infrastructure to provide affordable and accessible means of communication.
3. Advertising Industry - Opportunity for advertising agencies to create campaigns that associate brands with social impact and meaningful moments in people's lives.
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