Following the success of ‘The coke side of life’ Coca Cola released its ‘open happiness’ campaign in the United States in the later part of the year 2009 and was an extension of the earlier campaign. It is one of the best examples of a global integrated marketing communication campaign and showcases the fact that a campaign of such caliber can do so much good to a brand. The current theme invites people from around the world to ‘open happiness’ and enjoy the simple pleasures of life like opening a bottle of coke and sharing this happiness by sharing the coke with your friends. “Central to Open Happiness is the simple notion of enjoying an ice-cold Coca-Cola and taking a small break from the day to connect with others,” says Katie Bayne, chief marketing officer, Coca-Cola North America, in an official statement. “With this new campaign, that’s exactly what we’re inviting people to do more often – open a Coke and share a little happiness.”
The campaign in a short time was everywhere starting from TVCs to billboards to print media to digital. The strength of every communication medium was recognized and played with very well. A number of interesting TVC hinted at the fact as to how opening a bottle of coca cola can bring happiness to anyone. The print media showcasing the happy faces of people with a bottle of coca cola propelled the concept further. But it was not only the traditional but it was an integrated campaign in the real sense because it included new points of sale, promotions, outdoor and print advertising, with digital and music components and apart from all this Coca Cola lived its concept of open happiness by employing a variety of other experiential marketing tricks. Be it the‘Happiness Truck’ which went through a city and stopped at various places showering gifts which ranged from a free bottle of coke to a football or a surprise water shower and all this on the press of a button.
The same concept was used in ‘Happiness Vending Machines’ which were installed in several places around the World where after you enter the coin you are bound to be pleasantly surprised. There was also the ‘Hug Machine’ which would give you a free coke if you hug the machine. On the digital front there was the ‘Expedition 206’ which enabled people to participate in a competition to travel around the world. The competition was open to bloggers to participate in a group of three. The winner of the competition was decided on the basis of people’s votes and the winners get a chance to travel to all the 206 countries where Coca Cola has a presence and spread happiness there. Since all the winners were bloggers themselves they documented their visit to every country and posted in on their sites and on the official site (expedition206.typepad.com). This was followed a lot over the web and became an instant hit since the winners themselves were big influencers and had a huge following. This gave the campaign the digital presence it required. The Facebook page has regular posts based on the open happiness campaign and has the highest number of fans for any brands on Facebook.
Now all this experiences made people believe that Coca Cola is a brand that upholds its integrity. Coca Cola is really spreading happiness around the world and living its promise that one can share happiness by opening a bottle of coke. As far as the consumers are concerned they are seeing open happiness on TV and are listening to it on the radio, when outside they are seeing it on the billboards and at the point of sales, when in malls and offices they are experiencing it through the vending machines, while being on the web they are seeing it on Facebook and on the Expedition206 home page. ‘Open Happiness’ is everywhere and coca cola has been able to create an overall consumer experience which has had such an impact that people have started associating happiness with coke. Now that’s what you call success and any brand would spend anything to have that impact.
Strife and Communication Skills Reflection Disclaimer: This work has been presented by an understudy. This isn’t a case of the work composed by our expert scholastic journalists. You can see tests of our expert work here. Any suppositions, discoveries, ends or proposals communicated in this material are those of the writers and don’t really mirror the perspectives of UK Essays. Distributed: Fri, 17 Aug 2018 Wong Yuen Han Alison Presentation Hong Kong is known as a shopping heaven. “Administration like this simply isn’t sufficient in the present standard”, this is a prominent slang said by Andy Lau used to depict poor administration in Hong Kong. Struggle happens may prompt poor administration quality. Strife is “a communicated battle between something like two related gatherings who see contradictory objectives, panic prizes and impedance from alternate gatherings in accomplishing their objectives”. (Ronald B. Adler 2006; George Rodman 2006) Following is a relational clash happened as of late on me in a cupcake shop. I will examination what are the conceivable reasons for the contention and a reflection on my relational abilities. Scene I held a Christmas Party at home a year ago. Multi week before the Christmas Party was Saturday, I requested 5 many cupcakes from Natural Chiffon which situated in Mong Kok. It required me paying full installment and harm store for leasing pastry plate. “If you don’t mind make sure to carry alongside this receipt with you return dessert plate. Else, we won’t return harm store to you.” sales representative reminded me after I paid every one of the installments and got the receipt. There were a horde of individuals sitting tight to purchase cupcakes, I cleared out rapidly. On the gathering day, Natural Chiffon sent cupcakes and pastry plate to my home, everybody delighted in and satisfied with those cupcakes. After the gathering, I wrapped up all the sweet plate and prepared to return back to Natural Chiffon. I was not free the day after the gathering. Subsequently, I chose to restore the plate two days after the gathering. Two days after the gathering, I restored the sweet plate and the sales representative stated, “Sad, you are late for one day and you will be fined for $50.” I was stunned. I taken a stab at searching for any controls posted in Natural Chiffon however there was no notice posted. There was no huge wordings expressed on the receipt that dessert plate ought to be returned inside one day. Maybe I didn’t remember, they composed the announcement in little. Be that as it may, the businessperson did not advise me that I should restore the plate inside one day when I was requesting or when they sent the cupcakes and pastry plate to my home. “It would be ideal if you request that your manager investigate this case.” I asked. “On the off chance that you have any inquiries, if you don’t mind get in touch with us through email. As indicated by our organization direction, I should gather $50 for the past due.” said salesman while she was serving next client. There were loads of individuals sitting tight for and I would not like to contend with him. In this way, I paid that $50 and left the shop. Conceivable causes There are mostly four conceivable causes that caused the contention rose. Correspondence Models and Conflict Style When I was making installment, the correspondence display among sales representative and I was in direct. After the businessperson reminded me to bring back the receipt with the end goal to reclaim back harm store, I exited rapidly. Salesman was the speaker and I was an audience as it were. There was no connection between us as there was a horde of individuals. On the day when I returned dessert plate, our correspondence display had been changed to value-based model. Businessperson expected me to make the past due installment and I requested that their supervisor investigate this case. The two of us were making progress toward our very own advantage. We were participating in the sending and accepting of messages all the while. (Barnlund, D.C. 2008) Our contention did not tackle impeccably however our correspondence was in value-based model. Be that as it may, we tackled our concern by obliging that is I am not alright, you are alright. Accommodators manage struggle by giving in, putting alternate’s needs in front of their own. Independence is low. (Ronald B. Adler 2006; George Rodman 2006) around then, there were heaps of individuals sitting tight to purchase cupcakes. I would not like to contend with the businessperson and attempt to keep up amicability and harmony. Accordingly, I made the past due installment and left the shop. Our correspondence display changed from straight to value-based. Despite the fact that we are at phase of value-based model, we tackled our concern by obliging as opposed to bargaining as the sales representative declined my demand. Verbal Communication Verbal correspondence can express digest or solid message in a less demanding way. Nonetheless, on the off chance that we misjudge the message, strife will be caused. Allness believing is “the inclination to choose we know everything about something or somebody dependent on restricted communications or discernments”. (Nicole Allaire 2009) The salesman reminded me to carry alongside the receipt and the harm store would be returned. There were loads of individuals right then and there, might be the businessperson was experiencing tension and neglected to remind me I should restore the plate one day after the gathering. In this manner, I connected allness feeling that I could restore the plate and gather the harm store whenever as long as I carried alongside the receipt. The businessperson did not give enough data and I didn’t request additional data, strife rose. Nonverbal correspondence — message importance are in individuals Nonverbal correspondence is correspondence with signals rather than words. Nonverbal correspondence can uncover your reality feeling towards something as it will be transmitted without cognizant mindfulness. Here and there, nonverbal correspondence may repudiate the importance with verbal correspondence. When I asked for their manager should investigate this case, the sales representative was not taking a gander at me and asked me sent an email to their organization in the event that I had any inquiries. In spite of the fact that the sales representative addressed me pleasantly, there was no eye to eye connection. Keeping away from eye to eye connection can be decoded as untruthful or not regarding to other people. From my perspective, I thought the salesman was not regarding me as I was irate with their misty explanation. From the salesman perspective, possibly she was exceptionally occupied with serving the following client. His expectation was to limit the holding up time of other client yet not endeavoring to slight me. In this manner, each motion can be decoded into various significance on the off chance that we are remaining at various positions with various sentiments. Social Influence — age and sexual orientation stereotyping Individuals speak with others may fluctuate starting with one culture then onto the next. From the standpoint of the businessperson, she is a post 90s understudy. These days, post 90s are symbolized their independence is extremely solid. Individual objectives are much more imperative than gathering objectives. The sales representative’s objective is gather past due installment from me. She should endeavor to satisfy client’s demand or do the subsequent later yet not simply asking me send an email to contact with their organization. Sexual orientation stereotyping in Hong Kong is very genuine. Ladies ought to be rich and keep hushed when they are in any circumstances. In this manner, I attempted to keep away from another contention or contention with the sales representative. After she declined my demand, I made the installment and left the shop. Be that as it may, keeping quietness or avoiding structure an issue isn’t a proper path in taking care of issue. Utilizing incorrectly correspondence display, misjudging verbal and non-verbal correspondence, social impact and wrong style of explaining struggle are the conceivable reason that the contention rose for this situation. Self-reflection on relational abilities Change our correspondence display On the off chance that the correspondence display between the sales representative and I was at first in value-based model, our contention may not be happened. Value-based model expected us to be audience and speaker all the while. I ought depend on her update as well as request additional data. In the event that I further asked, “Is there any due date for restoring the pastry plate?” Usually the greater part of businessperson will answered with a grin, “Too bad, I neglect to illuminate you that the plate ought to be restored the day after we send it to your home. Much obliged to you for reminding me.” Then clash might be stayed away from. Change our contention style From my perspective, out clash style is obliging. From the sales representative perspective, our contention style is contending. In spite of the fact that win-win circumstance is the best, there is restricted time to look for a win-win result. In the event that the salesman contacts with their supervisor to investigate our contention or giving , then our contention style might be changed to bargaining. One individual is recommending an answer that can meet each other mostly, someone else endeavor to satisfy or acknowledge that guidance.>