| Title | SMALL WORLD MACHINES |
| Brand | COCA-COLA |
| Product / Service | COCA-COLA |
| Category | A01. Event & Field Marketing |
| Entrant | LEO BURNETT SYDNEY, AUSTRALIA |
| Entrant Company | LEO BURNETT SYDNEY, AUSTRALIA |
| Advertising Agency | LEO BURNETT SYDNEY, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Song Zu | Song Zu | Music Company |
| Highlight Films | Highlight Films | Production Company |
| The Super Group | The Super Group | Production Company |
| Angus Forbes | Leo Burnett Sydney | 2nd Unit Director |
| Patrick Fileti | Leo Burnett Sydney | Editor |
| Patrick Fileti | Leo Burnett Sydney | Director |
| Katie Nikolaus | Leo Burnett Chicago | Account Director |
| Bob Raidt | Leo Burnett Chicago | Account Supervisor |
| Stephen Clark | Leo Burnett Chicago | Producer |
| Adrian Gunadi | Leo Burnett Sydney | Executive Producer |
| Brendan Crich/Scott North/Keong Seet | Leo Burnett Sydney/Chicago | Creative Technologists |
| Chad Mirshak | Leo Burnett Chicago | Director - Creative Technology |
| Omari Miller/John-Henry Pajak/Dave Mugford | Leo Burnett Chicago/Sydney | Designers |
| Iggy Rodriguez | Leo Burnett Sydney | Copywriter |
| Justin Carew/Andy Dilallo | Leo Burnett Sydney | Art Directors |
| Dave Loew/Jon Wyville | Leo Burnett Chicago | Creative Directors |
| Grant Mcaloon/Vince Lagana | Leo Burnett Sydney | Creative Directors |
| Andy Dilallo | Leo Burnett Sydney | Chief Creative Officer |
| Mark Tutssel | Leo Burnett Chicago | Global Chief Creative Officer |
| Sebastian Garin | Creative Director |
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 promotional 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.
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. The campaign began with an online video showing the building of the machines. Posters and social media directed people to the 3 day promotion where people got to use the Small World Machines for the first time. To unlock the machines, participants had to actively engage with each other, sending messages of peace, love and happiness across the border. Each participant was rewarded with a bespoke can that featured the languages of the 2 nations.
• 18.5 MILLION TOTAL REACH across Facebook and Twitter. • 4860 unique mentions online - news websites TV broadcasts, blogs, forums. • 25% increase in worldwide mentions of Coke or Coca-Cola within Tweets. • Trending in the Top 10 on YouTube and Twitter. • Broke 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. 1.4 million views on YouTube.
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. An online film then shared the promotion with the world.