Coca-Cola has partnered the Singapore Kindness Movement and dropped free cans of Coke to foreign workers.
Remote controlled drones dropped off to boxes of Coke to more than 2500 workers around Singapore, said Coca-Cola’s agency Ogilvy & Mather Singapore, who was the creative agency behind the campaign.
The project had locals writing messages of gratitude to workers at high-rise construction sites around the country and tying it to the cans. 2,734 photos of individuals with their handwritten notes were delivered to as high as 35th story of construction sites to deliver the surprise treat to unsuspecting workers. This was done over the months of March and April.
Watch it here:
Themed “Happiness from the Skies,” the project sought to build bridges between Singaporeans and the city-state’s 1.3 million-strong migrant worker population – an approximate one third of the country’s entire workforce. The largest group of foreign laborers is made up of guest workers that come from as far away as India, China, Bangladesh and Myanmar, said an O&M release.
Prior to the deliveries, SKM volunteers had reached out to thousands of Singaporeans, encouraging them to come forward with personalised messages of support, thanks and solidarity with guest workers.
“At Coca-Cola we are in the business of sharing happiness all around the world. So when Ogilvy came to us with the innovative idea of combining Coke with drone technology to connect two segments of the community, who rarely interact, to share a special moment of happiness, we could not resist the temptation to give it a go,” said Leonardo O’Grady, ASEAN director of integrated marketing communications, Coca-Cola Singapore.
Eugene Cheong, chief creative officer of Ogilvy & Mather Asia Pacific said: “Construction workers, in particular, tend to be ‘invisible’ as they are working in areas that are not accessible to the average person. So in order to appreciate them, we first need to see them,” he added.