VMLY&R COMMERCE: The Coca-Cola Company’s I See Coke
VMLY&R COMMERCE & EssenceMediacom: The Coca-Cola Company’s I See Coke
Opening new routes to market with a creative commerce solution
Coca-Cola Middle East connects pop culture and the mealtime movie experience with Alexa's witty tone to create in-home movie magic with the I See Coke campaign. In partnership with WPP’s Open X unit, with creative development led by VMLY&R COMMERCE, the campaign uses a new skill that allows consumers to receive a discount voucher for ordering a Coke to pair with their meal – through communicating with Alexa – as they see the beverage appear in a movie or TV show.
People who spot Coca-Cola on screen during a film simply have to say “Alexa, I see Coke” to receive one of the limited numbers of discount codes via email. True to its reputation, Alexa offers a witty response to validate the product placement. For example, for people seeing a Coca-Cola in Ghostbusters, Alexa may reply: "Who you gonna call?...to share this Coke with.” The code is immediately redeemable for a refreshing Coke through e-retailer, Nana.
The campaign launched in Saudi Arabia on Instagram and will see the use of influencers amplify the campaign across their own channels. Coca-Cola Middle East is leveraging Amazon Alexa’s recently launched Khaleeji Arabic language capability to shorten the path between awareness and conversion.
“I See Coke is a one-of-a-kind voice-activated campaign. We are not only creating a fun and engaging experience for consumers, but we are also opening new routes to market with a creative commerce solution,” commented Santiago Cony Etchart, Creative Strategy Director, The Coca-Cola Company Eurasia and Middle East.
VMLY&R COMMERCE conceived the innovation and developed the technology behind the campaign in collaboration with Alexa. The agency also identified the applicable catalogue of movies and TV shows, and developed bespoke responses. The catalogue captures hundreds of iconic movie and TV show moments, with more to be added in due course.
"Coca-Cola and the movies are a long-standing love story, and we wanted to remind people that Coke is the ultimate screen time refreshment. As voice AI commerce takes off, the launch of Alexa’s capability in Khaleeji Arabic in KSA was the perfect opportunity to do that with a little touch of magic, where product placement meets convenience of purchase," said Leila Katrib, executive creative director, VMLY&R Commerce Dubai.
Alongside the influencers and social launch, the campaign will be supported by media from Mediacom, the brands' social channels, and across the Amazon.sa e-commerce platform.