The coca cola happy machine campaign was started with the concepts of providing the facility of making international calls. This facility is provided to the migrant workers of Dubai who are earning very less amount and they cannot afford making calls to their homes. The happiness machine is started by installing telephone booths and people can make calls by inserting cap of the bottle instead of the coin. This cap of the bottle is equal to fifty-four cents and it has made easy for the migrant workers to make calls to their homes without spending a large amount of money. The aim of this happiness campaign is to provide happiness to the people by providing them with a chance to make calls as in another case it would be difficult for them to do so.
Relevance to the concepts and theories
The happiness campaign of coca cola is directed to the bring happiness to the customers. If we identify this campaign with the concepts and theories, the Freudian theory can be applied to this campaign. Freudian theory is based on Id, superego, and ego. The marketers focus on these three attributes to target their customers.
The Id factor is related to the fulfillment of desires for providing happiness to the customers and coca cola is fulfilling the desires of the customers by providing them the option of making calls to their home so they will be highly happy and satisfied. The Id is satisfied as the customers want to make their calls and coca cola is providing them the facility to fulfill their desire.
Also, the coca cola is adopting the concept that it should help others and this advertising campaign is developed for the purpose of providing help to migrant workers who cannot afford to make calls to their homes.
The other concept that can be applied to the happiness machine of coca cola is that it has helped the customers to fulfill their role identities and help them to behave actively in the roles and be a good member of their society or family. The marketing campaign is designed to help the consumers to understand their role identities and to have more awareness of their roles.
The hello happiness campaign has enabled the customers to understand their roles and even to fulfill their roles such as they can make calls to their homes and they can also help their colleagues to understand the campaign and to take benefit of the happiness campaign.
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This strategy helps to associate a brand with a person such as those migrants who can make calls because of coca cola they associate the brand with their happiness and ease of getting communications with their families. This campaign also helps in brand recalling that whenever the customers are in a need of making calls to their homes they will recall the coca cola brand and they will again buy the product to talk to their families.
The campaign of coca cola has integrated various marketing and consumer behavior concepts and it has enabled the customers to get more attracted to the brand and also to create a strong loyalty with the customers. Furthermore, such a happiness campaign is highly appreciated among those who have traveled far away from their families, and also to gain happiness with a cap of a single bottle. This has made the company to generate more loyalty of the customers by understanding their demands and personal feelings and to facilitate them in getting happiness.