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 direct response event encouraged them to step forward let them interact like never before.

In doing this we built brand love and proved a core belief of the Coca-Cola brand: what unites people is stronger than what sets them apart.

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.

They are purpose built to encourage interaction and break down borders, spreading Coke’s message of optimism and happiness.

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.

Over 3 days, hundreds used the Small World Machines for the first time.

Each has a full body touchscreen, invented for the campaign, that allows eye to eye contact and physical interaction.

To use the machines, participants had to actively engage with each other, sending messages of peace, love and happiness. Each was rewarded with a can featuring the languages of the 2 nations.

RESULTS AFTER SEVEN DAYS

Over 10,000 attendees put aside their differences and became part of the experience, creating over 700 connections across the border.

Here is what’s happened so far:

• OVER 18.5 MILLION TOTAL REACH across Facebook and Twitter.

• 4860 unique mentions online from news websites TV broadcasts, blogs and forums.

• 25% increase in worldwide mentions of Coke or Coca-Cola within Tweets.

• Trending in the Top 10 on both YouTube and Twitter.

• Broke a 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.

Currently over 1.4 million views on YouTube.