SMALL WORLD MACHINES

Bronze Spike

Case Film

Presentation Board

TitleSMALL WORLD MACHINES
ClientCOCA-COLA
Product / ServiceCOCA-COLA
CategoryA01. Event & Field Marketing
EntrantLEO BURNETT SYDNEY, AUSTRALIA
Entrant Company LEO BURNETT SYDNEY, AUSTRALIA
Advertising Agency LEO BURNETT SYDNEY, AUSTRALIA

The Brief

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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

• 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.

Explain why the method of promotion was most relevant to the product or service

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.

Credits

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