COCA-COLA MAGIC AUDIOS

•

People drew bottle-shaped audios with their voices on WhatsApp to win Coca-Cola prizes on Christmas.

As pessoas gravaram áudios com formato da garrafa da Coca usando suas vozes

no WhatsApp para concorrer a prêmios da Coca-Cola no Natal.

CHALLENGE: Increase the number of users on Coca-Cola's WhatsApp base and boost sales of the beverage on delivery apps.

INSIGHT: The waveform on some WhatsApp audios can sometimes look like certain objects. Even Coca-Cola bottles…

IDEA: Get consumers to try to create a WhatsApp audio message that resembles the classic Coca-Cola bottle contour to win prizes.

DESAFIO: Aumentar o número de usuários na base do WhatsApp da Coca-Cola e impulsionar as vendas da bebida nos aplicativos de entrega.

INSIGHT: A forma de onda em alguns áudios do WhatsApp pode se parecer com determinados objetos. Até mesmo com as garrafas de Coca-Cola...

IDEIA: Fazer com que os consumidores tentem criar uma mensagem de áudio no WhatsApp que se assemelhe ao contorno clássico da garrafa de Coca-Cola para ganhar prêmios.

AWARDS

The Clio Awards / Magic Audios / Gold in Digital/Mobile - Voice-Activated (2024)

Campaign UK's Big Global Awards / Only winner in Audio (2024)

Cannes Lions / Bronze in Brand Experience & Activation - Retail Promos (2023)

Cannes Lion / Bronze in Mobile - Advanced Learning Technologies (2023)

Cannes Lions / Shortlist in Digital Craft - Native & Built-in Feature Integration (2023)

Cannes Lions / Shortlist in Radio & Audio - Audio-led Creativity (2023)

The One Show / Merit in Innovation in Direct Marketing (2023)

The One Show / Shortlist in Innovation in Experiential (2023)

The One Show / Shortlist in Innovation in Interactive, Online & Mobile (2023)

The One Show / Shortlist in Use of Technology (2023)

Smarties Awards Brazil / Gold in Facilitating Technologies (2023)

Smarties Awards Brazil / Gold in Innovation (2023)

Smarties Awards Brazil / Shortlist in CX/UX (2023)

Smarties Awards Brazil / Gold in Instant Impact in a Promo (2023)

Creative Club (Brazil) / Silver in Digital (2023)

Creative Club (Brazil) / Silver in Direct Marketing (2023)

London International Awards / Silver in Activation - Direct Marketing (2023)

Effie Awards Brazil / Shortlist in Media (2023)

Effie Awards Brazil / Shortlist in Promo Activation (2023)

Effie Awards Brazil / Silver in Brand Experience (2023)

Effie Awards LATAM / Gold in Promotional Marketing (2023)

Effie Awards LATAM / Silver in Media Idea (Products) (2023)

RESULTS

• Over 12 million seconds of WhatsApp audios recorded

• 4 million messages sent during two weeks of promotion

• 400.000 Christmas audios sent

• 100,000 new registered users

• Shortlisted 4x at The One Show: Innovation in Direct Marketing; Innovation in Experiential; Use of Technology; and Innovation in Interactive, Online, & Mobile.

RESULTADOS

• Mais de 12 milhões de segundos de áudios do WhatsApp gravados.

• 4 milhões de mensagens enviadas durante duas semanas de promoção.

• 400.000 áudios de Natal enviados.

• 100.000 novos usuários registrados.

• Shortlisted 4 vezes no The One Show: Inovação em Marketing Direto; Inovação em Experiência; Uso de Tecnologia; e Inovação Interativa, Online e Mobile.

CREDITS

AGENCY: Ogilvy Brazil

CLIENT: The Coca-Cola Company (Brazil)

CHIEF CREATIVE OFFICER: Sergio Mugnaini

HEAD OF CREATIVE: Rubens Casanova

ASSOCIATE CREATIVE DIRECTOR: Alexander Davidson (Big)

ART DIRECTORS: Thyago Neves; Pedro Minari; Caio Almeida; Ariel Saraiva

COPYWRITERS: Tali Sztokbant; João Soares; Gustavo Nassar

HEAD OF STRATEGY: Daniel Marques

STRATEGY MANAGER: Leonardo Leite

ACCOUNT DIRECTOR: Mirella Benini

ACCOUNT SUPERVISOR: Nicole Dorgam