Coca-Cola Hello Happiness

 

Global soft drink giant Coca-Cola has run a month-long campaign where it installed phone booths in Dubai labour camps to allow low paid foreign workers to make international calls to relatives and friends using Coca-Cola bottle tops as payment.

The initiative is part of Coca-Cola’s ‘Hello Happiness’ global campaign and involved five Coca-Cola branded phone boxes being installed in labour camps across Dubai. Workers who bought Coca-Cola bottles could then use the bottle tops to make a free three minute international phone call.

The booths were in place at the unspecified locations from April 21 to May 21 and were operational ten hours a day, with 134,484 minutes of calls logged during the month-long campaign.

What a marketing technique.