Coca-cola Ambient, Case study SMALL WORLD MACHINES by Leo Burnett Sydney

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SMALL WORLD MACHINES

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Industry Soft Drinks
Media Ambient, Case study
Market Australia
Agency Leo Burnett Sydney
Producer Stephen Clark
Account Supervisor Katie Nikolaus
Editor Patrick Fileti
Released May 2013

Awards

Cannes Lions 2013
Media Lions Use of Media; Best Use of Special Events and Stunt/Live Advertising Gold
Direct Lions Best Integrated Campaign Led by Direct Marketing Bronze
Media Lions Product & Service; Fast Moving Consumer Goods Bronze

Credits & Description

Type of entry: Best Integrated Campaign
Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Agency: LEO BURNETT SYDNEY, AUSTRALIA
Global Chief Creative Officer: Mark Tutssel (Leo Burnett Chicago)
Chief Creative Officer: Andy Dilallo (Leo Burnett Sydney)
Creative Directors: Grant Mcaloon/Vince Lagana (Leo Burnett Sydney)
Creative Directors: Dave Loew/Jon Wyville (Leo Burnett Chicago)
Art Directors: Justin Carew/Iggy Rodriguez (Leo Burnett Sydney)
Copywriters: Iggy Rodriguez/Justin Carew (Leo Burnett Sydney)
Designers: Omari Miller/John-Henry Pajak/Dave Mugford (Leo Burnett Chicago/Sydney)
Director - Creative Technology: Chad Mirshak (Leo Burnett Chicago)
Creative Technologists: Brendan Crich/Scott North/Keong Seet (Leo Burnett Chicago)
Executive Producer: Adrian Gunadi (Leo Burnett Sydney)
Producer: Stephen Clark (Leo Burnett Chicago)
Executive Account Director: Bob Raidt (Leo Burnett Chicago)
Account Supervisor: Katie Nikolaus (Leo Burnett Chicago)
Director: Patrick Fileti (Leo Burnett Sydney)
Editor: Patrick Fileti (Leo Burnett Sydney)
Art Director/Writer: Andy Dilallo (Leo Burnett Sydney)
2nd Unit Director: Angus Forbes (Leo Burnett Sydney)
Production Company: The Super Group (The Super Group)
Production Company: Highlight Films (Highlight Films)
Music: Song Zu (Song Zu)
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.