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SMALL WORLD MACHINES

basics
Industry: Non-alcoholic drinks
Media:Cyber
Market:Australia
Style: Minimalism
descriptioncnen
Describe the brief from the client
The task was to bring to life Coca-Cola’s new ‘Crazy for Good’ strategy in an optimistic and powerful way.

The insight was that a moment of happiness has the power to bring the world closer together.

So we set about bringing that moment to two groups who would normally never connect but who were familiar with the values of Coca-Cola - India and Pakistan.

A 3 day direct response event encouraged them to step forward let them interact like never before.

In doing this we built brand love and proved a core belief of the Coca-Cola brand: what unites people is stronger than what sets them apart.

Creative Execution
Small World Machines are a highly visible and tangible realisation of Coca-Cola’s values, compelling consumers to get actively involved with the brand in a way that had never been done before.

They are purpose built to encourage interaction and break down borders, spreading Coke’s message of optimism and happiness.

Creative Solution to the Brief/Objective.
At the heart of the campaign lay 2 purpose built Coca-Cola machines equipped with world-first technologies that opened a portal between India and Pakistan.

Over 3 days, hundreds used the Small World Machines for the first time.

Each has a full body touchscreen, invented for the campaign, that allows eye to eye contact and physical interaction.

To use the machines, participants had to actively engage with each other, sending messages of peace, love and happiness. Each was rewarded with a can featuring the languages of the 2 nations.

Results
RESULTS AFTER SEVEN DAYS
Over 10,000 attendees put aside their differences and became part of the experience, creating over 700 connections across the border.

Here is what’s happened so far:
• OVER 18.5 MILLION TOTAL REACH across Facebook and Twitter.
• 4860 unique mentions online from news websites TV broadcasts, blogs and forums.
• 25% increase in worldwide mentions of Coke or Coca-Cola within Tweets.
• Trending in the Top 10 on both YouTube and Twitter.
• Broke a traffic record by over 2x at coca-colacompany.com with an average of 5.5mins spent on site.
• Pakistanis and Indians spent the most time on site with 9:33mins and 7:38mins respectively.
• Sharing from coca-colacompany.com beat any previous Coca-Cola Story by over 500%

And most importantly over 55% of total reach came from India and Pakistan, showing that the social discussion of togetherness and peace is happening with the right people.

Currently over 1.4 million views on YouTube.
credit
Brand:
Agency:
Chief Creative Officer:
Creative Director:
Copywriter:
Art Director:
Design:
Account Supervisor:
Production Company:
Producer:
Director:
Editing:
Music:
Other credit:Director - Creative Technology: Chad Mirshak
Creative Technologists: Brendan Crich/Scott North/Keong Seet
2nd Unit Director: Angus Forbes
awards
D&AD 2014
In-Book White Pencil
Advertising & Marketing Communications
FAB Awards (International Food and Beverage Creative Excellence Awards) 2014
FAB Award Ambient
Non-Alcoholic Drinks
International ANDY Awards 2014
Gold Out of Home
New York Festival International Advertising Awards 2014
First Prize Outdoor
The One Show 2014
Merit Experiential Advertising
Installations
Cannes Lions International Festival of Creativity 2013
Gold Direct
Ambient Media: large scale
Cannes Lions International Festival of Creativity 2013
Gold Media
Best Use of Special Events and Stunt/Live Advertising
Cannes Lions International Festival of Creativity 2013
Silver Outdoor
Stunts & Live Advertising
Cannes Lions International Festival of Creativity 2013
Bronze Direct
Best Integrated Campaign Led by Direct Marketing
Cannes Lions International Festival of Creativity 2013
Bronze Media
Fast Moving Consumer Goods
Cannes Lions International Festival of Creativity 2013
Bronze Titanium & Integrated
Other Digital Channels
London International Advertising Awards 2013
Gold Non-traditional
Interactive Installations
London International Advertising Awards 2013
Gold Non-traditional
Beverages - Non-Alcoholic
London International Advertising Awards 2013
Gold The New Category
Live Events - Beyond Advertising
London International Advertising Awards 2013
Bronze The New Category
The NEW
The Kinsale Shark Awards 2013
Gold Other
MEDIA: Best Local Execution of a Global Brand
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