ScreenTonic, Europe's pioneer in mobile advertising, has announced that Coca-Cola relied on its experience to launch its new campaign "The Happiness Factory" on mobile in France, thereby setting the scene for the subsequent TV, movie and Internet campaign.

Paris; November 24, 2006 - The ad has been broadcast since July on such video sites as Youtube, MySpace and Dailymotion. "The Happiness Factory" is the first in a series of advertising films aimed at spotlighting the brand's new "Coke Side of Life" platform.

The ad shows the inner workings of a Coca-Cola vending machine, and the innovation and quality that have gone into creating the ad would not go amiss in a major Hollywood production. The ad was designed by Psyop, one of New York's finest 3D/video/post-production studios, in partnership with Wieden & Kennedy. Its viral success bears testament to its quality.

Since November 1, the campaign has been available on the wap.coca-cola.fr mobile site. Designed by ScreenTonic, the site enables visitors to discover the new ad and the associated content, such as wallpaper and an exclusive, free platform game where players are plunged into the heart of the world depicted in the ad.
At the same time, the wap.coca-cola.fr site features the "Coke Plans", a promotional game with over 800 prizes to be won every day by entering the codes found on 16.9 fl oz bottles of Coca-Cola and Cola Light.

ScreenTonic is supporting the Happiness Factory campaign and setting up a mobile media plan that can currently be seen on operators' portals. ScreenTonic's support includes a facility for users to send an SMS to log in directly to the Coca-Cola mobile Internet site (WAP push) and send the film by MMS video. ScreenTonic has built the media campaign alongside Carat Interactive.

"The Happiness Factory" illustrates the all-new "Coke Side of Life" communication platform, created jointly on a worldwide scale and available in every country.
"The Coke Side of Life" represents a mini-revolution in Coca-Cola's communication campaign. Although the platform continues to drive home the optimistic and ever positive messages embraced by the brand, it reveals its determination to reassert the company's dynamic and modern side by shaking up the traditional communication codes.

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