Sweden-born ★ Coca-Cola Conveys Happiness with Facial Recognition Technology × "Coke Script"

Coca-Cola is generating buzz in Sweden with a digital OOH campaign using continuously evolving facial recognition technology and "Coke characters" – a twist on emojis.

Large screens installed in Stockholm subway stations display "Coke characters"—emojis modeled after Coca-Cola bottle caps. When hurried passersby pause, the Coke characters react to their expressions. They mimic the person's smile or wink. As the passerby shifts from surprise or confusion to a growing smile, the screen's expression beams back a warm smile.

This was an experimental campaign by Coca-Cola to test the hypothesis that "happiness is something you choose for yourself," using interactive digital screens equipped with facial recognition technology. Though it ran for just one week in summer, the video introducing the campaign gained popularity, and views continue to grow even into October.

The campaign, blending cutting-edge technology and creativity, was executed by Isobar Sweden, part of Dentsu Inc. Aegis Network. According to Managing Director Jens Rundkvist, the campaign video had surpassed 340,000 views by mid-October, which is unusual for a small market like Sweden. Plans to expand to other European regions are now being considered.

(Click the image to view the video on the official website)