SMALL WORLD MACHINES|短视频|广告营销案例【ADGuider广告指南】

小世界机器

案例简介：描述客户的简报任务是以乐观而有力的方式将可口可乐新的 “疯狂求善” 战略付诸实施。洞察是幸福的时刻有力量使世界更接近。因此，我们开始将这一时刻带给两个通常不会联系但熟悉可口可乐价值观的群体 -- 印度和巴基斯坦。为期 3 天的直接回应活动鼓励他们向前迈进，让他们前所未有地互动。在这样做的过程中，我们建立了对品牌的热爱，并证明了可口可乐品牌的核心信念: 团结人们的东西比让他们与众不同的东西更强大。创意执行小世界机器是可口可乐价值观的一个高度可见和有形的实现，迫使消费者以前所未有的方式积极参与品牌。它们旨在鼓励互动，打破边界，传播可口可乐乐观和幸福的信息。对简短/目标的创造性解决方案。这场运动的核心是两台专门制造的可口可乐机器，这些机器配备了世界第一的技术，打开了印度和巴基斯坦之间的门户。三天过去了，数百人第一次使用了小世界机器。每个人都有一个全身触摸屏，是为这项运动发明的，它允许眼睛对眼睛的接触和身体互动。为了使用这些机器，参与者必须积极互动，传递和平、爱和幸福的信息。每个人都被奖励了一个以两个国家的语言为特色的罐子。结果七天后的结果 10,000 多名与会者抛开他们的分歧，成为体验的一部分，在边境创造了 700 多个联系。这是迄今为止发生的事情: Facebook 和 Twitter 的总访问量超过 1850万。 • 4860 从新闻网站、电视广播、博客和论坛在线独特提及。在推文中提到可口可乐或可口可乐的人数增加了 25%。在 YouTube 和推特上都有前十名的趋势。在 coca-colacompany.com 打破交通记录超过 2 倍，平均在现场花费 5.5 分钟。巴基斯坦人和印度人在现场呆的时间最多，分别为 9: 33 分钟和 7: 38 分钟。来自 coca-colacompany.com 的分享比之前的可口可乐故事高出 500% 最重要的是，超过 55% 的触角来自印度和巴基斯坦，这表明团结与和平的社会讨论正在与正确的人进行。目前在 YouTube 上的浏览量超过 140万。

小世界机器

案例简介：Describe the brief from the client 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. Creative Execution 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. Creative Solution to the Brief/Objective. 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 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.