In Peru, Coke is hoping to make a happier nation by encouraging people to smile in their photo ID. The company set up Coke-branded photo booths in 30 spots across the country, including next to the RENIEC (National Identity Registry) that activated only when the person smiled. The "Happy ID" project, by McCann Lima, was launched in response to research that shows Peru at the bottom of worldwide happiness charts, despite recent economic growth. The campaign is being supported by a website, out of home activity, TV and radio sponsorships, press and TV, while local celebrities have been hired as campaign ambassadors. Coke is also collecting a database of its "Happy ID" holders, and will send them special offers in conjunction with partner brands.
Jack Neff on 09.30.2014