The One Show
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Category
Innovation & Transformation / Innovation in Direct Marketing
Annual ID
OS23_DM127M
About the Work
Coca-Cola's Christmas campaigns are a global tradition, and the date is the most important in the brand's calendar. Among the activations, classics such as the Coca-Cola Caravan are mixed with new, innovative proposals. This year, Magic Audios brought this innovation in a fun, engaging and yet very simple promotion, using a channel as common as it is improbable: WhatsApp. We invited consumers to record audios with wishes for a happy Christmas with the challenge of drawing the silhouette of the iconic Coca-Cola bottle. Whoever succeeded won a R$40 voucher to spend at iFood, the lead delivery app in Brazil, and also entered a draw for R$10,000 voucher at a great e-commerce. The idea came from two important insights: first that Coca-Cola has the largest branded chatbot user base in Brazil. Plus, WhatsApp is installed on the cell phones of 99% of Brazilians. Why not use this powerful tool to strengthen bonds with our customers?To get the activation up and running, hundreds of hours of training were spent teaching the AI to analyze the waveforms of the audios, classify both the form and the content and reply to the user in a few seconds. Although the production and execution of the promo involved high complexity, for the consumer it was quite simple. All they had to do was to contact Coca-Cola's chatbot, follow the instructions to register, try it for free and, to release more attempts, send the invoice of the Coca-Cola purchase. There were almost 100,000 new unique users – one of them who alone sent exactly 3,832 audios to try to get the design of the bottle right. In less than 20 days of action, Coca-Cola received almost 400,000 audios, sent more than 4 million messages, and rewarded another 851 customers. Therefore, there were more than 12 million seconds of recorded audio. The campaign also generate buzz, with more than 50 articles about the campaign written in 5 different languages, dozens of spontaneous videos produced, as were memes, tutorials teaching tricks to get the design of the bottle right, and messaging groups that discussed methods to get it right daily while the promotion was active.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy Brasil / Sao Paulo
Client / Brand
The Coca-Cola Company / São Paulo
Production Company
Take/Blip / São Paulo
Sailor Studio / São Paulo
Music / Sound Production Company
A-Gandaia / São Paulo
Chief Creative Officer
Sergio Mugnaini - Ogilvy Brasil
Data Scientist
Amanda da Silva Oliveira - Take/Blip
Director of Photography
Ian Leite - Sailor Studio
Executive Producer
Luccas Oliveira - Sailor Studio
Motion Designer
Vitor Mendes - Sailor Studio
João Mateus - Sailor Studio
Producer
Fernanda Fernandes - Sailor Studio
Gabriela Varela - Sailor Studio
Helio Rainieri - Ogilvy Brasil
Associate Creative Director
Alexander “Big” Davidson - Ogilvy Brasil
/ CIC Consumer Engagement Sr Manager (LATAM)
Carolina Trueba - The Coca-Cola Company
1st Assistant Camera
Marina Rossi LocaBon - Sailor Studio
Account
Samira Tortelli - A-gandaia
account director
Mirella Benini - Ogilvy Brasil
Account executive
Nicole Dorgam - Ogilvy Brasil
Account Manager
Gustavo Veloso - Sailor Studio
ChatBot Coordinator
André Carvalho - The Coca-Cola Company
CIC Listening & Data Manager (LATAM)
Anderson Passos - The Coca-Cola Company
CIC Operations Director (LATAM)
Tatiana Michelan - The Coca-Cola Company
Corporate Communication Manager
Raphaela Brito - Ogilvy Brasil
Digital Marketing Manager
Melina Aguiar - The Coca-Cola Company
Director, Film Editor
Luis Guilherme Chagas - Sailor Studio
Executive Producer, Animation Director
Gustavo “GGA” Almeida - Sailor Studio
Film Editor
Guilherme Micsik - Sailor Studio
Nildo Ferreira - Sailor Studio
Head of Creative
Rubens Casa Nova - Ogilvy Brasil
Head of Integrated Production
Fabiola Thomal - Ogilvy Brasil
Head of strategy
Daniel Marques - Ogilvy Brasil
Jr. Marketing Manager
Felipe Pinto - The Coca-Cola Company
Key Account Manager
Jonatas Aredes - Take/Blip
Vanessa Gomes - Take/Blip
Machine Learning Analyst
Alan Souza Santandrea - Take/Blip
Machine Learning Specialist
Fernando Torres Bernardo - Take/Blip
Machine Learning Specialist and Team Leader
João Paulo Reis Alvarenga - Take/Blip
Manager Digital Commerce Food Delivery
Victor Canesin - The Coca-Cola Company
Managing director
Alessandra Dalbianco - Ogilvy Brasil
Musical Director, Executive Producer
Pedro Turra - A-gandaia
Musical Producer, Sound Designer
Fabio Mancuso - A-gandaia
Post-Production Coordinator
Luiz Alejandre “Ryan” - Sailor Studio
Rafael Matheus - Sailor Studio
Production director
LeBcia Cacace - Sailor Studio
Research and Innovation Director
Milton Stiilpen - Take/Blip
Sound mixer
César Antunha - Sailor Studio
Sr. Manager Ecommerce
Gabriel Menezes - The Coca-Cola Company
Sr. Marketing Manager
Mariana David - The Coca-Cola Company
Strategy Manager
Leonardo Leite - Ogilvy Brasil
Voice Over
Amy Golembeski - A-gandaia
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