Coke has just released the happiness factory commercial. Take a look.
I think the execution and production quality is just brilliant. It's got a lovely feel and a nice touch to it. I was extremely impressed by the idea/concept but it did leave me with some questions. I am not so sure, if it is engaging enough.
- Does it have the potential to be a viral film? May be no.
- Does it engage with me as a consumer? It attracts my attention, captures my imagination but seems to have just a one-way dialogue with me.
- Will it drive "customer conversations"? Sure, provided they take it across various touchpoints and build a customer experience around the brand by asking questions like - Can we build happiness factories in malls?, Can we create merchandize from the happiness factory that customers can spend time with?, Can we have CD-ROMs and games around the happiness factory ?, Can we take it to mobile thro' wallpapers, SMSs, ringtones to make it engaging.
Coke could do more to build a holistic customer experience.
Hence, I feel this commercial falls short. Also, from a W+K perspective, it reminds me a lot about their Honda film.
Any comments?