Client It involved engaging with each other

Client brief: Coca-Cola

The Coca-Cola Company headquartered in Atlanta,
Georgia incorporated in Wilmington, Delaware, is an American multinational
beverage corporation and manufacturer, retailer, and marketer of non-alcoholic
beverage concentrates and syrups. The Coca-Cola formula and brand were bought
in 1889 by Asa Griggs Candler, who incorporated the Coca-Cola Company in 1892.
The company has operated a franchised distribution system since 1889, wherein
the Coca-Cola Company only produces syrup concentrate which is then sent to
various bottlers throughout the world who hold exclusive territories.

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The company is best known for its flagships
product Coca-Cola, invented in 1886 by pharmacist john Stith Pemberton in
Columbus, Georgia. The Coca-Cola beverage company, refreshing consumers with
more than 500 sparkling and still brands and more than 3800 beverage choices. Coca-Cola
brands include diet coke, Coca-Cola zero, Fanta, sprite, Dasani, vitamin water,
PowerAde, minute maid, simply, del Valle, Georgia and gold peak. Through the
largest beverage distribution system, it is the no.1 provider for both
sparkling and still beverages. More 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 all about to bring a moment
of happiness between the people of 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

Creative strategy:

The company wanted to do a
very creative advertising campaigns. That makes it rewarding and which is all
about spreading happiness. The campaign, “small world machines”, provided a
live communications portal between people in India and Pakistan and showed that
what unites people 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.

Media plan:

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.


Coca-Cola partnered
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.

Big Idea:

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:

It sent
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.


To make
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.

Market size:

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.

Earlier campaign:

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:

The video
got nearly 3 million YouTube views.

It was
viewed by more than 18 million Facebook and twitter user.

campaign received 4860 unique mentions on over various platforms.

It was
witnessed by more than 10,000 participants in the live event and created more
than 700 connections across the borders.

It helped
increase coca cola’s brand awareness and enhance coca cola brand equity in the
view of the public in the respective countries.




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