The action, which awarded 900 people, allowed users' voice waves to reproduce the shape of the classic Coca-Cola bottle
In recent years, the Coca-Cola Brazil joined the Take Blip, the leading platform for intelligent brand-to-consumer interactions across leading messaging apps, to develop two intelligent contacts aimed at the brand's end customers and also at its franchisees: KORA and KO Boss. After reaping several results, at the end of last year, the challenge was to produce a large campaign involving artificial intelligence (AI). A “Magical Christmas Audios”, which also featured the agency Ogilvy Brasil, made the KORA bot receive about 397,000 audios in less than 20 days.
with the purpose of To engage the final consumer, the action consisted of recording audio of up to 15 seconds and making the waves produced by the users' voices reproduce the shape of the classic Coca-Cola bottle. With this, the user with a high score by the AI received guidance on how to redeem their Christmas gifts: iFood gift cards worth R$ 40, in addition to competing for R$10,000.00 to use in Magalu's e-commerce.
The initiative generated an engagement of 94 thousand unique users, of which around 900 were awarded. There were even those who sent more than 3,800 attempts to get it.
“It took two months of intense training for our team so that the virtual assistant was able to recognize the silhouette of the bottle from the infinite possibilities of audio that could be produced in 15 seconds. In addition, KORA learned to judge the contents received and to classify the winning users”, comments Juliano Braz, VP of Sales Take Blip.
Asynchronous and digital communication is one of the big trends nowadays. People no longer want to communicate like they used to. The more users of a brand interact with it, the more information will be obtained and with that it is possible to evolve the delivered product.
“Coca-Cola's Christmas campaign celebrated the power and magic of this time of year celebration to overcome obstacles and bring people together. Among the 94 thousand unique users who sent audios to our relationship channel, we are sure that many had moments of connection with friends and family in the challenge of drawing the silhouette of our iconic bottle with the audios while having fun, and that is what we want , make the moments of connection between people magical and unique!”, highlights Ted Ketterer, Marketing Director of Coca-Cola Brazil.
