To bridge the gap between the hearing and the hearing impaired, Coke Studio partnered with the Deaf Reach School and Training Center and initiated the use of an innovative technology to create a sensorial experience for the hearing impaired. Based entirely on research, the following technology was then developed:

* MUSICAL EXPERIENCE FOR THE DEAF: haptic and visual tools were used.

* TACTILE VIBRATION MUSIC COUCH: Embedded with LED lights and vibration mat.

* MOOD AMBIENT SYNCHRONIZED LIGHTING: LED light tubes surround the music couch and the set to enhance the visual experience.

The initiative applied the brand’s philosophy of inclusivity and togetherness while providing the deaf community an experience that made them feel part of the society. The project went all across nation as an activation, giving more people belonging to the deaf community a chance to experience music.

To bridge the gap between the hearing and the hearing impaired, Coke Studio partnered with the Deaf Reach School and Training Center and initiated the use of an innovative technology to create a sensorial experience for the hearing impaired for one month. Based entirely on research, the following technology was then developed:

* MUSICAL EXPERIENCE FOR THE DEAF: haptic and visual tools were used.

* TACTILE VIBRATION MUSIC COUCH: Embedded with LED lights and vibration mat.

* MOOD AMBIENT SYNCHRONIZED LIGHTING: LED light tubes surround the music couch and the set to enhance the visual experience.

The initiative applied the brand’s philosophy of inclusivity and togetherness while providing the deaf community an experience that made them feel part of the society. The project went all across nation as an activation, giving more people belonging to the deaf community a chance to experience music.

Coca-Cola was able to develop a platform for Deaf People to experience music. 5000+ deaf people from across Karachi experienced Music during first year of this project.

The video content generated during this experiment went completely viral and generated 1 million views in less than 24 hours. The video was viewed more than 3 million times on Facebook with a 23% engagement rate and 32,849 shares. The initiative was appreciated by publications globally including Hindustan Times, Khaleej Times, Huffington Post and others.

Campaign results:

Brand Love Score: +0.7

Association with Music: +3%

Favorite Brand: +7%