London International Awards
2023 Winners and Finalists
Silver
Ambient & Activation
Direct Marketing - Consumer
| Entrant: | Ogilvy Brasil, São Paulo |
| Brand: | The Coca-Cola Company - Coca-Cola and Coca-Cola No Sugar |
| Title: | "Coca-Cola Magic Audios" |
| Corporate Name of Client: | The Coca-Cola Company |
| Client CIC Operations Director - LATAM: | Tatiana Michelan |
| Client CIC Consumer Engagement Senior Manager - LATAM: | Carolina Trueba |
| Client Chatbot Coordinator: | André Carvalho |
| Client Manager Digital Commerce Food Delivery: | Victor Canesin |
| Client Digital Marketing Manager: | Melina Aguiar |
| Client Senior Manager Ecommerce: | Gabriel Menezes |
| Client Junior Marketing Manager: | Felipe Pinto |
| Client Senior Marketing Manager: | Mariana David |
| Agency: | Ogilvy Brasil, São Paulo |
| Global Chief Creative Officer: | Liz Taylor |
| Chief Creative Officer: | Sergio Mugnaini |
| Associate Creative Director: | Alexander “Big” Davidson |
| Agency Head of Creative: | Rubens Casa Nova |
| Copywriters: | Gustavo Nassar/João Soares/Tali Sztokbant |
| Art Directors: | Caio Almeida/Pedro Minari/Thyago Neves |
| Agency Director of Integrated Production: | Fabiola Thomal |
| Agency Producer: | Helio Rainieri |
| Agency Managing Director: | Alessandra Dalbianco |
| Agency Strategic Planner: | Leonardo Leite |
| Agency Strategy Director: | Daniel Marques |
| Agency Account Supervisor: | Nicole Dorgam |
| Agency Account Director: | Mirella Benini |
| Agency Corporate Communication Manager : | Raphaela Brito |
| Production Companies: | Take Blip, Belo Horizonte/Sailor Studio, São Paulo |
| Head of Marketing - Take Blip: | Francine Rosset |
| Managed Account Marketing Manager - Take Blip: | Nathalia Oliveira |
| Machine Learning Specialist and Team Leader - Take Blip: | João Paulo Reis Alvarenga |
| Machine Learning Specialist - Take Blip: | Fernando Torres Bernardo |
| Data Scientist - Take Blip: | Amanda da Silva Oliveira |
| Machine Learning Analyst - Take Blip: | Alan Souza Santandrea |
| Research and Innovation Director - Take Blip: | Milton Stiilpen |
| Director - Sailor Studio: | Luis Guilherme Chagas |
| Executive Producers - Sailor Studio: | Luccas Oliveira/Gustavo “GGA” Almeida |
| Producers - Sailor Studio: | Gabriela Varela/Fernanda Fernandes |
| Director Of Photography - Sailor Studio: | Ian Leite |
| 1st Assistant Camera - Sailor Studio: | Marina Rossi LocaBon |
| Motion Designers - Sailor Studio: | Vitor Mendes/João Mateus |
| Editors - Sailor Studio: | Nildo Ferreira/Guilherme Micsik |
| Post-Production Coordinators - Sailor Studio: | Rafael Matheus/Luiz Alejandre “Ryan |
| Product Director - Sailor Studio: | Letícia Cacace |
| Key Account Managers - Take Blip: | Vanessa Gomes/Jonatas Aredes |
| Account Manager - Sailor Studio: | Gustavo Veloso |
| Sound Mixer - Sailor Studio: | César Antunha |
| Music Production Company: | A-Gandaia, São Paulo |
| Musical Director, Executive Producer - A-Gandaia: | Pedro Turra |
| Musical Producer/Sound Designer - A-Gandaia: | Fabio Mancuso |
| Account Coordinator - A-Gandaia: | Samira Tortelli |
| Voice Over - A-Gandaia: | Amy Golembeski |
Description:
Among its cherished activations, classics such as the Coca-Cola Caravan are mixed with new, innovative proposals. With the rise of mobile users in Brazil, this year Coca-Cola innovated in a fun, engaging, and very simple promotion right in people's hands, and in a ubiquitous medium: WhatsApp. Consumers were invited to record audios, wishing their loved ones a happy Christmas by drawing the silhouette of the iconic Coca-Cola contour bottle.
Winners got a R$ 40 iFood voucher, the leading delivery app in Brazil, and also took part in a raffle for a R$ 10,000 voucher at a great e-commerce site. The idea came from two important insights: Firstly, that Coca-Cola has the largest branded chatbot user base in Brazil.
Secondly, WhatsApp is an app that 99% of Brazilians have already installed on their phones. Why not turn a daily-used app into a channel for spreading some much-needed Christmas magic?
To get the activation up and running, we spent hundreds of hours training the AI to analyze the audio waveforms, classifying both the form and the content in order to reply to the user in just a few seconds.
Although it was a complex production to execute, it was quite easy for consumers. All they had to do was to contact Coca-Cola's chatbot, follow the instructions to register, try it for free and, to enable more attempts, send the invoice of their Coca-Cola purchase.
There were almost 100,000 new unique users – one single user sent exactly 3,832 audios to try to create the bottle's shape! In less than 20 days, Coca-Cola received almost 400,000 audios, sent over 4 million messages, and rewarded another 851 customers.
Therefore, there were more than 12 million seconds of recorded audio. The campaign also generated buzz, with over 100 articles written about it in five different languages, dozens of spontaneous videos produced, as well as memes, tutorials teaching tricks to get the shape of the bottle right, and messaging groups that discussed methods to get it right daily while the promotion was active.
Through this mobile-first activation, Coca-Cola turned WhatsApp into the most magical app during Christmas, delivering not only lots of prizes, but an unforgettable experience that's easily accessible by phone (and audio) savvy Brazilians.