COCA-COLA MAGIC AUDIOS
People drew bottle-shaped audios with their voices on WhatsApp to win Coca-Cola prizes on Christmas.
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.
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.
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
PRODUCTION DIRECTOR: Fabíola Thomal
PRODUCER: Helio Ranieri
PUBLIC RELATIONS: Raphaela Brito
PRODUCTION COMPANIES: Take Blip Brazil; Sailor Studio Brazil
SOUND PRODUCTION: A-Gandaia