Coca-Cola Christmas campaigns are a tradition, and this year will be no different. As one of the activations that reinforce the “Christmas Always Finds The Way” concept, the brand mixes technology and magic to transform happy holiday audios into surprises that will make the moment even more unforgettable.
The action, entitled “Magic Audios“, is an innovative idea that unites technology with an incredibly fun and engaged mechanic for consumers; to participate, Coca-Cola invites users who buy the brand’s products on iFood to record Christmas audios in Kora, WhatsApp’s virtual assistant, trying to draw the silhouette of the iconic Coca-Cola bottle with the audio waves.
Ted Ketterer, Marketing Director of Coca-Cola Brazil, reinforces:
“This year’s Coca-Cola campaign celebrates the power and magic of Christmas to overcome obstacles and bring people together. We want to exalt the moments of connection with family and friends and, therefore, we opened another digital relationship channel, with the aim of bringing inspiration to the public. Magic Audios is an opportunity to connect people in a fun and creative way.”
The action was created by the Ogilvy Brasil agency in partnership with Coca-Cola and, to carry it out, the Artificial Intelligence of the virtual assistant was trained for two months to recognize the silhouette of the iconic bottle, and thus be able to judge and classify formats and audio content, thus choosing the winners.
The consumer who manages to draw the silhouette, in addition to winning gift cards worth R$40 to consume at IFood, also competes for R$10,000.00 to spend at Magalu’s e-commerce, transforming their audios into gifts. The “Áudios Mágicos” promotion takes place between December 10th and 23rd, and the action will be publicized in media and posts on the brand’s social networks.
Rubens Casanova, Creative Director at Ogilvy Consulting & Experience, adds:
“”Christmas Always Finds A Way” it was the theme and also the inspiration for us to understand that when difficulties separated us, our voices brought us closer together. More than that, we noticed that our WhatsApp audios also generate drawings. We evolved the idea and created the challenge of drawing the silhouette of the iconic Coca-Cola bottle with good wishes. This is how Audios Mágicos was born.”
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