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technology, we partnered with people. We
handed our sign over to them and encouraged
them to get involved. Ultimately, we delivered
a branded experience that not only disrupted
but created excitement and engaged. Most
importantly, the intent of the campaign and
what is at the heart of the Coca-Cola brand was
delivered, that being: enabling a connection
with the world and those around us.
These three examples are just a small
demonstration of how we have used technology
to enhance our outdoor communications. They
also demonstrate our intent in this area and,
more broadly, across all connection points.
There are a lot more examples such as CocaCola’s Small world machines campaign (right),
which used vending machines with cameras
and 3D touch screens to stream live video
between India and Pakistan. And we are not
the only organisation seeking to embrace the
constant change that technological advances
create. While at times this change can be
challenging, we choose to accentuate the
opportunities. Why? Because this is how a real
connection between a brand, its idea and
a person is created. It’s also what makes the
job so exciting.
ADVERTISER
Coca-Cola
PRODUCT
Beverages
MEDIA
Digital
AGENCY
Leo Burnett Sydney
COUNTRY
Pakistan & India
YEAR
2013
View campaign video.
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