Problem / Challenge
Coca-Cola’s ‘Share a Coke’ is one of their most iconic campaigns. My team was tasked with creating an innovative campaign that personalises the ‘Share a Coke’ messaging for Australians and their families.
Process
From experience with conversational ai, we knew that to engage users across smart speakers such as the Amazon Alexa, we had to deliver an experience that provided true value to the end-users and could not be achieved through another channel. Taking a lean research and discovery approach, we analysed stories from past ‘Share a Coke’ campaigns. This uncovered the problem for us to solve: the existing ‘Share a Coke’ campaign lacks inclusion and its messaging can’t be applied to everyone. Using this insight, we developed a strategy and conversational design that would allow end-users to order a personalised Coca-cola to their door, through Alexa by just giving their name and their mobile number.
As Coca Cola’s first smart speaker experience, we needed to translate their iconic branding into audio. We were able to delight users and provide an immersive experience by including iconic sounds: the fizz when you first open the skill and the clink of cheers at the end of the experience. These features helped bring the brand to life through a smart speaker audio experience.
To help support the experience we worked with Amazon and Coca-Cola to define a simple yet effective campaign strategy which would encourage Alexa use and drive earned media
Outcomes
This project is now being used as a global case study by the Amazon team. The campaign was a PR coup, generating millions of eyeballs and a 300% increase in personalised Coca Cola’s delivered.
