Coca Cola installed a specially designed vending machines this March in both India & Pakistan. This machine which is created by Coke and Leo Burnett has a special full-length webcams that allowed participants to see each other and interact in real time.
High-tech vending machines built by The SuperGroup, a digital agency in Atlanta installed in two popular shopping malls in Lahore, Pakistan and New Delhi, India – two cities separated by only 325 miles, but seemingly worlds apart due to decades of political tension – invited consumers to put their differences aside and share a simple moment over a Coke.
“The people of Pakistan and India share a lot of common passions and interests – from food and Bollywood movies, to Coke Studio music, to cricket,” said Saad Pall, Coke’s assistant brand manager in Pakistan. “What this project did was connect people who are not exposed to each other on a daily basis, enabling the common man in Lahore to see and interact with the common man in Delhi. It’s a small step we hope will signal what’s possible.”
Wasim Basir, integrated marketing communications (IMC) director, Coca-Cola India, added, “We wondered what would happen if people from these two countries came together, and the answer was clear: goodness and happiness."
Through Small World Machines, Coca-Cola is redefining what it means to be a global brand, according to Leo Burnett Executive Creative Director Dave Loew. "It’s not just about size and scale and being everywhere," Loew says. "It’s about being on the ground, making a positive difference in people’s lives."
This machine allows people to make direct eye contact and touch hands. The touch-facilitating machines are the latest creative usage of beverage dispensers engineered by Coke. People from both countries and various walks of life were encouraged to complete a friendly task together – wave, touch hands, draw a peace sign or dance – before sharing a Coca-Cola.
Wasim Basir, integrated marketing communications (IMC) director, Coca-Cola India, added, “We wondered what would happen if people from these two countries came together, and the answer was clear: goodness and happiness."
Source:(Coca-Cola, Fastcocreate; BY: CHRISTINE CHAMPAGNE)
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