Coca-Cola: The Laughter Machine

Tahaab Rais

Campaign details

Brand owner: Coca-Cola Middle East
Agency: FP7/DXB (part of McCann Worldgroup), and UM MENA
Brand: Coca-Cola
Country: United Arab Emirates

Executive summary

This case study shows how, on 20 March 2013, the International Day of Happiness, Coca-Cola sought to prove that if the prevalent gloom in the Middle East was contagious, then happiness and laughter were even more contagious. They built 'The Laughter Machine', a vending machine that replaced money with the sound of laughter, and placed it in two key universities in the UAE. In just nine hours, 40% of students at American University Sharjah and 58% of students at American University Dubai had sampled Coca-Cola. In two days, the online video became the second-highest trending video, with over 1.49 million views across all social media, and garnered much positive WOM from students across both the UAE and other parts of the region.