People are now accessible to one another anyplace, anytime, and employees are constantly connected to their workplace. (As a recent Amstel “cell phone locker” initiative we wrote about put it: “Nowadays every professional with a smart device can confirm that it is impossible to get away from work.”) This increases accordingly the level of anxiety when trying to achieve a balanced work/family life. In a campaign from Orange in Israel, a family is seen enjoying themselves in an amusement park when the father receives a call from his boss. He hesitates: not answering the call could be a bad career move, but this family outing is valuable to him.
The park characters then come to life, singing to him to persuade him not to answer the call, to put his phone on silence mode and to dedicate his time to his family. In the end, Orange delivers the message: “There are times when you should put your cell phone aside, but at other times you have Orange Ultranet.” Orange tackles the work/family issue by encouraging its customers to change their behavior and reduce the amount of time on their phone in favor of quality time with the family, encouraging smarter consumption.
This year marked the 10th anniversary of Coca-Cola’s Summer Love Festival: three days of parties, games, spas and music for Israeli teens—all with unlimited access to Coca-Cola. Of course, not every teenager who’d like to go can attend, setting up those who are absent for a serious case of FOMO: the fear of missing out, and in this case, the uneasy feeling that your peers are having a better time than you are. So Coca-Cola created a solution for a few of those left out: Social Robots, which allowed teens to join the fun virtually.
Controlled by users from their homes, these robots wheeled around the camp, equipped with webcams and microphones that allowed for interaction with festival-goers. Users could watch shows and even participate in competitions. Teens at the festival embraced the novel avatars, dancing and sunbathing with them. The robots also attracted attention from local media outlets.
By addressing FOMO—which is especially strong among social media-immersed teens—with a creative use of robots, Coca-Cola injected some novelty into this year’s festival, boosted engagement among attendees and brought its “Share the happiness” theme to life in yet another way. (Coca-Cola’s “Small World Machines” in India and Pakistan are another recent example.) Meanwhile, robot avatars have interesting potential, allowing brands to bring vicarious enjoyment to far-flung consumers; as part of its “Three Minutes in Italy” promotion, San Pellegrino recently let people take virtual tours of Taormina in Sicily using five remotely controlled robots.
Coca-Cola presents: The Social Robot from Gefen Team on Vimeo.