October 24, 2013 § Leave a comment
As Coca Cola is moving from creative excellence to content excellence, the company has started to increase their output of cultured content. The “Roll Out Happiness” project is just one more in an interesting series of of non conventional interventions in public space that is value driven and not product based.
Aiming to create a surprise, offering a relaxed and inviting space in the public urban environment, the company developed a pop up park including grass, trees and huge pillows (in red of course) to entice passers by to take off their shoes and relax in an otherwise lifeless and nature deprived urban space.
Though I’m personally not a big fan of Coke, this intervention is very powerful because it doesn’t just embody Coca Cola’s new position so very good (bringing happiness to people), it offers a social/communal experience that engages all 5 senses, bringing people together and creating an unexpected little moment of fun and happiness.
The pop up character ensures an element of surprise and enables the brand to offer a polymorphic experience by moving the park and invading different spaces, creating new environments for different people – a good strategy to avoid that the experience becomes stale. The project could easily be extended, involving cultural and communal activities to make the place even more attractive, offering more reasons to come and hang out or even participate. It could turn the pop-up park into a destination beyond the initial novelty factor.
April 26, 2012 § Leave a comment
Need to send an email but have no WiFi? Take your pooch for a walk in the park and you’re on your way to free global Interweb, at least in Mexico.
Well of course this is no daily challenge for most of us as we work in the park, but the Mexican internet portal Terra still managed to delight passers-by with this funny intervention and created a short clip to further explain the (not so serious) thinking behind it.
For every gram of dog poo that owners dispose in the allocated containers, a certain amount of free WiFi minutes are being offered generously for anybody in the park who is looking for internet access. Seems to me that everybody is happy because it works on three levels: we all enjoy a poo free park (which should be the case anyways with responsible dog owners, like myself), dog owners can contribute by “paying it forward” (lol) and those looking for free internet access benefit from the responsible dog owners. What a great idea, bounded to attract a lot of media attention!
With this intervention, Terra delights, entertains and solves two problems at the same time, while communicating their core service (internet access) in a hilarious way, making everybody smile. I wonder if there was a social media component to transport the event to others.