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Coca-Cola Happiness Table

September 19, 2012 at 5:28 by Martina Comments

A staged ambient marketing activation becomes a nice online commercial. It’s not the first time, and it’s not the best example we’ve seen, but the Coca-Cola Happiness Table project is still worth sharing. An improvised fine dinner served in a small square in Naples, great food and plenty of bottles of Coke to celebrate the beauty and importance of dining together. A bit too stereotyped for my Italian taste, but still pretty heart-warming as those old Coke Xmas commercials.

As usual, the biggest question I have is about the reach and effectiveness of this campaign. I’m sure a hundred people in Naples had fun for a night (I googled this event in Italian and I couldn’t find any news coverage of that night), but the official video on Youtube only has under 35K views, and the campaign has been covered by advertising addicts like us. So I wonder how would you measure the success of a campaign like this?

The initiative also includes a Facebook application that helps you sending cheesy video dinner invites to your friends.

The agency behind the idea is Naked Communications Copenhagen, while the event was produced by Acne.

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