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  • SUB CATEGORY :
    BEST USE OF EXPERIENTIAL/GUERILLA MARKETING
  • COMPANY ENTERING :
    LEO BURNETT, SYDNEY
  • ENTRY TITLE :
    SMALL WORLD MACHINES
  • BRAND :
    COKE
  • ADVERTISER :
    COCA-COLA
  • ADVERTISING AGENCY :
    LEO BURNETT, SYDNEY
  • CHIEF CREATIVE OFFICER :
    MARK TUTSSEL/ANDY DILALLO
  • CREATIVE DIRECTOR :
    VINCE LAGANA/GRANT MCALOON/DAVE LOEW/JON WYVILLE/SEBASTIAN GARIN
  • COPYWRITER :
    IGGY RODRIGUEZ
  • ART DIRECTOR :
    JUSTIN CAREW
  • AGENCY PRODUCER :
    ADRIAN GUNADI
  • STRATEGIC PLANNING DIRECTOR :
    WELLS DAVIS
  • STRATEGIC PLANNER :
    OLIVIER TSE
  • ACCOUNT DIRECTOR :
    KATIE NIKOLAUS
  • PRODUCTION COMPANY :
    HIGHLIGHT FILMS, DELHI
  • DIRECTOR :
    PATRICK FILETI/ANGUS FORBES
  • EDITOR :
    PATRICK FILETI
  • DESIGNER :
    OMARI MILLER/JOHN-HENRY PAJAK/DAVID MUGFORD
  • SOUND PRODUCTION COMPANY :
    SONG ZU, SYDNEY
  • SPECIAL EFFECTS COMPANY :
    THE SUPER GROUP, ATLANTA
  • THE BRIEF :
    THE TASK WAS TO BRING TO LIFE COCA-COLA’S NEW ‘CRAZY FOR GOOD’ STRATEGY IN AN OPTIMISTIC AND POWERFUL WAY. OUR 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 STILL FAMILIAR WITH THE VALUES OF COCA-COLA - INDIA AND PAKISTAN. A 3 DAY MEDIA-LED EVENT LET THEM INTERACT LIKE NEVER BEFORE. IN DOING THIS WE PROVED A CORE BELIEF OF THE COCA-COLA BRAND: WHAT UNITES PEOPLE IS STRONGER THAN WHAT SETS THEM APART.
  • THE SOLUTION :
    AT THE HEART OF THE CAMPAIGN LAY TWO PURPOSE BUILT COCA-COLA VENDING MACHINES EQUIPPED WITH WORLD-FIRST TECHNOLOGIES THAT OPENED A COMMUNICATION PORTAL BETWEEN INDIA AND PAKISTAN. THEIR SCREENS REPRESENT A PREVIOUSLY UNSEEN FORM OF MEDIA. THE CAMPAIGN BEGAN WITH AN ONLINE VIDEO SHOWING THE BUILDING OF THE MACHINES AND THE PROMISE THAT A SPECIAL EXPERIENCE WAS COMING TO INDIA AND PAKISTAN. POSTERS AND SOCIAL MEDIA DIRECTED PEOPLE TO THE 3 DAY EVENT WHERE PEOPLE GOT TO USE SMALL WORLD MACHINES FOR THE FIRST TIME. EACH MACHINE HAS A FULL BODY TOUCHSCREEN, INVENTED FOR THE CAMPAIGN. PARTICIPANTS STANDING BEFORE THE SCREENS WERE, FOR THE FIRST TIME EVER, ABLE TO CONNECT EYE TO EYE WHILE PHYSICALLY INTERACTING. TO ACHIEVE THIS, THE SCREENS WERE ENGINEERED SO THAT THE PARTICIPANT COULD BE FILMED THROUGH THE SCREENS WHILE INTERACTING WITH AN IMAGE PROJECTED ON TO THE SCREENS. THIS HAD NEVER BEEN DONE BEFORE.
  • THE RESULTS :
    RESULTS AFTER SEVEN DAYS OVER 10,000 ATTENDEES PUT ASIDE THEIR DIFFERENCES AND BECAME PART OF THE LIVE EVENT, CREATING OVER 700 CONNECTIONS ACROSS THE BORDER. HERE IS WHAT’S HAPPENED SO FAR: • 58,163,753 TOTAL EARNED MEDIA IMPRESSIONS • 18,535,132 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 2X AT COCA-COLACOMPANY.COM AT AN AVERAGE OF 5.5MINS SPENT ON SITE. • PAKISTANIS & INDIANS SPENT MOST TIME ON SITE WITH 9:33MINS AND 7:38MINS RESPECTIVELY. • HIGHEST SHARED STORY IN HISTORY FROM COCA-COLACOMPANY.COM 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. 2 MILLION YOUTUBE VIEWS AND COUNTING.