The One Show

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2023 One Show - Direct Marketing

Coca-Cola Magic Audios

Agency Ogilvy Brasil / São Paulo + The Coca-Cola Company / São Paulo + Take/Blip / São Paulo

Client Coca-Cola Company

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

Director of Photography

Ian Leite - Sailor Studio

Executive Producer

Luccas Oliveira - Sailor Studio

Account Director

Mirella Benini - Ogilvy Brasil

Account Executive

Nicole Dorgam - Ogilvy Brasil

Associate Creative Director

Alexander “Big” Davidson - Ogilvy Brasil

1st Assistant Camera

Marina Rossi LocaBon - Sailor Studio

Account

Samira Tortelli - A-gandaia

Account Manager

Gustavo Veloso - Sailor Studio

ChatBot Coordinator

André Carvalho - The Coca-Cola Company

CIC Consumer Engagement Sr Manager (LATAM)

Carolina Trueba - 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 & 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 & 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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