May 7, 2014

Watch Coke send free cans to immigrant construction workers in Singapore using drones

by Sayan Chakravarty

In the last year and a half, we have witnesses so many instances of drones being used as delivery modules that we’ve lost count. From big conglomerates like Amazon testing the feasibility of drone delivery system to small American beer company named Lakemaid Beers delivering 12-pack to isolated fishermen in Wisconsin, we have seen them all. The drone delivery thing has become so common that it has run out of fizz. But, today a new drone story surfaced, this time from Singapore, which has really got us intrigued. We have seen some really cool marketing campaigns lately but this might be one of the best. Coca-Cola along with its advertising and marketing agency Ogilvy & Mather Singapore partnered with Singapore Kindness Movement to send drones buzzing onto under-construction high-rise buildings and drop off cans of Coke to the migrant workers building the towers.

Singapore Kindness Movement, which is a non-profit organization, worked with Ogilvy & Mather to create the project named “Happiness From the Skies.” The idea behind the project was to link two communities that don’t often come into contact – Singaporean nationals and the migrant workers who travel far from their countries to build the city-state’s apartment buildings, offices and schools. The project had locals write messages of gratitude to workers working 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 worker. The social angle to this marketing campaign makes the whole story truly special. Watch the video after the jump, I am sure it will bring a smile to your face!