Coca-Cola’s core brand positioning is about how happiness can unite people. And where more appropriate to test the power of happiness than at the border of two countries divided by decades of conflict. With the simple insight that a moment of happiness can bring the world closer together, Coca-Cola used technology to help break down the barriers limiting communication between India and Pakistan.
Agency: Leo Burnett
Brand: Coca Cola
Coca-Cola took traditional soda machines and integrated a unique touch screen with an animated interface. These machines were then placed in shopping malls with the goal of establishing a truly emotional connection among Coca-Cola lovers in the two countries. Each machine used internal cameras to record HD footage that live-streamed to both countries. After the two countries connected, Coca-Cola created a three-minute video of the interactions and shared it with the wider world via social media.
Small World Machines culminated in a three-day event in March 2013. More than 10,000 attendees put aside their differences and participated, creating more than 700 connections across the border. The emotional significance of this event—for both the Indian and Pakistani people who partook in the project and those who watched online—is difficult to describe, let alone measure in the traditional sense. Other campaign markets are currently being explored.
558 Million total earned media impressions
55% Of total reach came from India and Pakistan
500% More shares than any other story in history from coca-colacompany.com