Coca-Cola, known for its unique and innovative campaigns has unveiled a new campaign Small world machines in India and Pakistan.
Together with their advertising agency, Leo Burnett the idea is to break down barriers and create simple moments of happiness between the two nations – India and Pakistan.
A live communications portal in the form of a Coca-Cola vending machine was placed at 2 locations – one in India and another in Pakistan.
This portal allowed for live communication with the people on the other side of the border.
People on each side of the machine were encouraged to complete a friendly task together – wave, touch hands, draw a peace sign or do a dance – in order to receive a Coke.
In order to connect people Coke and Leo Burnett created unique 3D touchscreen technology to project a streaming live video feed onto the vending machine screen while simultaneously filming through the machine to capture a live emotional exchange. The machine is like a full length webcam. At the same time, people were encouraged to interact with touchscreen animation including peace signs and smiley faces drawings that could be traced together with hand-to-hand connection.
Upon completing a task, a celebration screen emerged dispensing a a free coke for both people.
According to Leo Burnett, the experience evoked emotional reactions. One Pakistani remarked: “It’s great to connect with the average Indian who probably knows nothing about the average Pakistani.” Another Indian said, “It’s something to really bring the countries together,” and “It’s fantastic that you’re allowing people to see the other side as well, to not let it be a mystery anymore.” During the three-day experience, more than 10,000 cans of Coke were given away.”
Here’s the video below by The Coca-Cola Company.