Client break the barriers between the nation
Client brief: Coca-ColaIt is headquartered in Atlanta, Georgia.
Itis incorporated in Wilmington, Delaware. The formula and brand were bought in1889 by Asa Griggs Candler, who incorporated it in 1892, wherein it onlyproduces syrup concentrate which is then sent to various bottlers all over theworld who hold exclusive territories. It is an American multinational beveragecorporation and manufacturer, retailer, and marketing of non-alcoholic beverageconcentrates and syrups.
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About the campaign:This campaign is about creating a goodcommunication between two countries – India and Pakistan. The campaign wasexecuted in 2013 by Coca-Cola Company. It considered people from both thecountries 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 orcommunicate to other person in other country as the campaigns main idea was tobreak the barriers between the nation by communicating and sharing happiness.
Creative strategy: Small world machine provided a livecommunications portal between people in India and Pakistan. It showed whatunites all is stronger than what sets them apart..Media plan:The campaign was meant tohelp bring together two strangers to share a moment and break the borders. Execution:Coca-Cola partneredwith Leo Burnett todo this advertising campaign.
They set up the two vending machines in twopopular shopping malls in Lahore, Pakistan and New Delhi, India two citiesseparated by only 325 miles, but seemingly worlds apart due to decades ofpolitical tension. People from both countries were encouraged to complete afriendly 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 ofIndia and Pakistan, where people belonging to these two groups used to livewith conflict. Coca cola thought this is the right issue which can be focusedon so that people across borders can share a simple moment of connection andjoy with the help of technology. Where not only the brand is promoted butsocial message of unity and brotherhood as wellContent:The campaigns main idea was to break thebarriers between the nation by communicating and sharing happiness through 3dtouchscreen technology to project a streaming video feed onto the vendingmachine screen while filming through the unit to capture a live emotionalexchange.Reasons for success:· It sentacross the message of peace and harmony and people can see and feel people onthe other side.· Advantageof digital media that can be accessible by any type of customer irrespective oftheir demographics which helps the company to reach/penetrate into the marketvery fast until the last mile.· Flexibility,time saving, cost effective, reachability, easy to share the information, userscan view the content ‘n’ number of times 24×7, the viewer’s count can be estimated,viewers interest and taste can be analyzed.
Essence:· To makecommunication campaign were none of the people featuring in the filmwere actors, and their reactions were completely natural and real.Brand Communication, goal, purpose and itslink:The company can sustain for a long period, ifit is committed to improvement of the customers life rather than to improve itsprofits. The corporate goal of Coca-Cola is to create happiness. Thus, it hascreated the communication strategy in the form of Coca-Cola small worldmachines where it tried to create a moment of happiness when both the Indiansand Pakistanis interact with each other. This makes the customers to feel happywhen they think about the campaign and Coca-Cola.
Market size:The market size of fact inIndia is estimated to be around us$ 74 billion in the year 2018. Food andbeverages are the leading segment in fact sector accounting for 43 per cent ofthe overall market. Cocacola is market leader in beverages segment.Earlier campaign:In 2009 coca cola launched “openhappiness”, a globally integrated advertising campaign. It was launchedwith the objective of increasing sales of soft drinks of the coca cola companyand it invited people around the world to refresh themselves with a coke andcontinue to enjoy the simple pleasures of life.Challenges:· Designing the small world machines· Selecting the locations to conduct theevent· 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:· Thiscampaign became the highest-shared story in the history of Coca-Cola:· The videogot nearly 3 million YouTube views.· It wasviewed by more than 18 million Facebook and twitter user. · Thecampaign received 4860 unique mentions on over various platforms.· It waswitnessed by more than 10,000 participants in the live event and created morethan 700 connections across the borders.
· It helpedincrease coca cola’s brand awareness and enhance coca cola brand equity in theview of the public in the respective countries.