Coke and their vending machines are at it again, this time it's Y&R Dubai who try to take the campaign just a little further. Y&R have an insight: Happiness is hearing your children's voice. Happiness is calling the one you love. and the United Arab Emirates have a population that is different, because in Dubai there's many many workers from abroad who are working to send money home to their families. These people can't really spend their hard earned money on really expensive phone calls, and this is where Coke steps in. Welcome to the happiness phone booth, where making a call to India or somewhere else on the Asian Subcontinent costs a Coke cap for three minutes. Aaaaw. See? Coke does deliver happiness.
A large portion of the UAE’s population is made up of blue-collar workers from the Asian Subcontinent. These workers earn the lowest wages in the country. So Coca-Cola wanted to spread a little happiness amongst this segment. Calling home is the only way workers keep in touch with their families. But with rates to the Subcontinent as high as $0.91 per/min, their call home happens just once a week, in off peak times.
So we created a way to help them connect with their families more often. We turned Coca-Cola bottle caps into currency that could be used in the Hello Happiness Phone Booth – a specially created booth that accepts bottle caps instead of coins to make a free three-minute international phone call. The booths were installed at labour camps where the workers live, making it easy for them to call home, any day at any time. Through the booth, every time a worker opened a Coke they were able to share a few minutes of happiness with their families back home.