Client brief: Coca-Cola
It is headquartered in Atlanta, Georgia. It
is incorporated in Wilmington, Delaware. The formula and brand were bought in
1889 by Asa Griggs Candler, who incorporated it in 1892, wherein it only
produces syrup concentrate which is then sent to various bottlers throughout
the world who hold exclusive territories. It is an American multinational
beverage corporation and manufacturer, retailer, and marketer of non-alcoholic
beverage concentrates and syrups.
The company is best known for its flagships
product Coca-Cola, invented in 1886 by pharmacist john Stith Pemberton in
Columbus, Georgia. It has new consumers above 500 sparkling and still brands
and more than 3800 beverage choices. Through the largest beverage distribution
system, it is the no.1 provider for both sparkling and still beverages. Greater
than 1.9 billion servings of its beverages are enjoyed by consumers in more
than 200 countries each day.
About the campaign:
This campaign is about creating a good
communication between two countries – India and Pakistan. The campaign was
executed in 2013 by Coca-Cola Company. It considered people from both the
countries as its participants. A 3-d device was installed in a public place
(e.g. Mall) and the participants from both the countries were asked to touch or
communicate to other person in other country as the campaigns main idea was to
break the barriers between the nation by communicating and sharing happiness.
Small world machine provided a live
communications portal between people in India and Pakistan. It showed what
unites all is stronger than what sets them apart. It involved engaging with
each other through the machines were people in India and Pakistan could
complete a task, like touching hands, drawing peace, love, and happiness
symbols — together.
The campaign was meant to
help bring together two strangers to share a moment and break the borders. Coke
and Leo Burnett used 3d touchscreen technology to project a streaming video
feed onto the vending machine screen while simultaneously filming through the
unit to capture a live emotional exchange. Crews filmed through the night,
capturing more than 100 interactions between people of all ages and from all
walks of life. None of the people featured in the film were actors, and their
reactions were completely natural.
with Leo Burnett to
do this advertising campaign. They set up the two vending machines in two
popular shopping malls in Lahore, Pakistan and New Delhi, India two cities
separated by only 325 miles, but seemingly worlds apart due to decades of
political tension. People from both countries were encouraged to complete a
friendly task together wave, touch hands, and draw a peace sign or dance –
before sharing a Coca-Cola.
There is always political tension between people of
India and Pakistan, where people belonging to these two groups used to live
with conflict. Coca cola thought this is the right issue which can be focused
on so that people across borders can share a simple moment of connection and
joy with the help of technology. Where not only the brand is promoted but
social message of unity and brotherhood as well
The campaigns main idea was to break the
barriers between the nation by communicating and sharing happiness through 3d
touchscreen technology to project a streaming video feed onto the vending
machine screen while filming through the unit to capture a live emotional
Reasons for success:
across the message of peace and harmony and people can see and feel people on
the other side.
of digital media that can be accessible by any type of customer irrespective of
their demographics which helps the company to reach/penetrate into the market
very fast until the last mile.
time saving, cost effective, reachability, easy to share the information, users
can view the content ‘n’ number of times 24×7, the viewer’s count can be estimated,
viewers interest and taste can be analyzed.
communication campaign were none of the people featuring in the film
were actors, and their reactions were completely natural and real.
Brand Communication, goal, purpose and its
The company can sustain for a long period, if
it is committed to improvement of the customers life rather than to improve its
profits. The corporate goal of Coca-Cola is to create happiness. Thus, it has
created the communication strategy in the form of Coca-Cola small world
machines where it tried to create a moment of happiness when both the Indians
and Pakistanis interact with each other. This makes the customers to feel happy
when they think about the campaign and Coca-Cola.
The market size of fact in
India is estimated to be around us$ 74 billion in the year 2018. Food and
beverages are the leading segment in fact sector accounting for 43 per cent of
the overall market. Coca
cola is market leader in beverages segment.
In 2009 coca cola launched “open
happiness”, a globally integrated advertising campaign. It was launched
with the objective of increasing sales of soft drinks of the coca cola company
and it invited people around the world to refresh themselves with a coke and
continue to enjoy the simple pleasures of life.
Designing the small world machines
Selecting the locations to conduct the
Designing the campaign to be simple,
attractive and easy to remember and should deliver the content.
Awards won by the campaign:
It won canes lion award in 2013.
Post campaign results:
campaign became the highest-shared story in the history of Coca-Cola:
got nearly 3 million YouTube views.
viewed by more than 18 million Facebook and twitter user.
campaign received 4860 unique mentions on over various platforms.
witnessed by more than 10,000 participants in the live event and created more
than 700 connections across the borders.
increase coca cola’s brand awareness and enhance coca cola brand equity in the
view of the public in the respective countries.