In Singapore, most everything has been built by migrant workers. They are an unseen, invisible segment of the population that go largely unnoticed by the city’s residents. They live far from their homes and families and are isolated from their culture.
Working with Ogilvy & Mather Singapore, Coca-Cola decided to show some love and appreciation of these people who have given so much of themselves to the creation of Singapore.
Launching the Singapore Kindness Movement, Coke and Ogilvy reached out to thousands of Singaporeans and asked them to create messages of appreciation for the workers. They then affixed pictures of these massages to cans of Coke and placed them in boxes.
And in a delightful mix of the latest fad and super-smart targeting, the boxes were carried by drones high up into the sky and delivered to the workers atop the skyscrapers they work so hard to build.
What a wonderfully heartwarming thing for a brand to do. Oh, yes, they’re getting publicity for their own benefit but just think what it would be like to live in a foreign country far, far away from your home and your family doing a job that is largely unnoticed. Clearly, these workers were overjoyed to receive these messages and to realize that. perhaps, they are not as invisible as they thought they were.
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