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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 / São 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
Art Director
Caio Almeida
Pedro Minari
Thyago Neves
Associate Creative Director
Alexander “Big” Davidson
Chief Creative Officer
Sergio Mugnaini
Copywriter
Gustavo Nassar
João Soares
Tali Sztokbant
Data Scientist
Amanda da Silva Oliveira - Take/Blip
Director of Photography
Ian Leite
Executive Producer
Luccas Oliveira
Motion Designer
Vitor Mendes
João Mateus
Executive Producer, Animation Director
Gustavo "GGA" Almeida
Film Editor
Guilherme Micsik
Nildo Ferreira
Head of Strategy
Daniel Marques
Musical Director, Executive Producer
Pedro Turra - A-gandaia
Musical Producer, Sound Designer
Fabio Mancuso - A-gandaia
1st Assistant Camera
Marina Rossi LocaBon
Account
Samira Tortelli - A-gandaia
Account Director
Mirella Benini
Account Executive
Nicole Dorgam
Account Manager
Gustavo Veloso
ChatBot Coordinator
André Carvalho
CIC Consumer Engagement Senior Manager (LATAM)
Carolina Trueba - The Coca-Cola Company
CIC Listening & Data Manager (LATAM)
Anderson Passos
CIC Operations Director (LATAM)
Tatiana Michelan - The Coca-Cola Company
Corporate Communications Manager
Raphaela Brito
Digital Marketing Manager
Melina Aguiar - The Coca-Cola Company
Director, Film Editor
Luis Guilherme Chagas
Head of Creative
Rubens Casa Nova
Head of Integrated Production
Fabiola Thomal
Junior Marketing Manager
Felipe Pinto
Key Account Manager
Jonatas Aredes
Vanessa Gomes - Take/Blip
Machine Learning Analyst
Alan Souza Santandrea - Take/Blip
Machine Learning Specialist
Fernando Torres Bernardo
Machine Learning Specialist & Team Leader
João Paulo Reis Alvarenga - Take/Blip
Manager Digital Commerce Food Delivery
Victor Canesin
Managing Director
Alessandra Dalbianco
Post Production Coordinator
Luiz Alejandre "Ryan"
Rafael Matheus
Production director
LeBcia Cacace
Research & Innovation Director
Milton Stiilpen
Senior Manager Ecommerce
Gabriel Menezes
Senior Marketing Manager
Mariana David
Sound mixer
César Antunha
Strategy Manager
Leonardo Leite
Voice Over
Amy Golembeski - A-gandaia
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