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Coke Welcomes Travellers to 'World's Happiest Country'.

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I've always been a fan of PR stunts as a brand building exercise. Done well, they can generate massive amounts of coverage, not only on traditional channels, but also through social media.

I've always been a fan of PR stunts as a brand building exercise. Done well, they can generate massive amounts of coverage, not only on traditional channels, but also through social media.

Naturally, PR stunts carry with them a certain amount of risk. It must be pretty awkward to have to tell a client that you've spent their entire budget on an all singing all dancing campaign that barely made a ripple in the media ocean.

However, it's a risk that can pay dividends - especially when something original and fun is tied into a contextual hook that is completely separate from the brand.

The team at Coca Cola have really fine-tuned their marketing over the past few months. Not only has the Share a Coke campaign been a roaring success, but they've just scored another hole-in-one working with McCann Copenhagen. Coca Cola has long been associating its brand with 'happiness'.

In honour of Denmark recently being voted the 'happiest country in the world' by the United Nations, they created an interactive airport ad that dispenses flags (as you do).

Based on the Danish tradition of greeting visitors by waving flags, Coke says its purpose is to "let Coca-Cola and Denmark spread happiness together." You can watch the case study video here.

Pretty neat, huh?