In Saudi Arabia, Pepsi arrived first. Now they are first in the market and first on media spend. However, there's a place that Coca-Cola has owned for over a century: movies and TV shows. So we created a native Alexa skill that puts Coca-Cola on viewers' lips every time it pops up on screen.
I See Coke
A built-in Alexa skill that rewards viewers every time a Coke pops on screen
Client
- Coca-Cola
Office
- United Arab Emirates
- United States
Santiago Cony Etchart
Creative Strategy Director, The Coca-Cola Company Eurasia & Middle East
In Saudi Arabia, Coca-Cola’s competitors arrived first. They were first in the market and first in media spend. But there is a place Coca-Cola has owned for centuries: movies and TV shows.
Combining Coke’s pop-culture reach with machine learning in a new campaign in Saudi Arabia, we put Coca-Cola on viewers' lips every time it popped up on-screen, bridging Amazon Alexa’s recently launched Khaleeji Arabic language capability with the in-home TV-watching experience.
From a wall sign in the background to a bottle on the table, we turned over 100 years of product placement into an interactive, shoppable experience. "I See Coke" is a built-in Alexa skill that puts Coca-Cola on viewers' lips every time it pops up on the screen. To execute, we cataloged thousands of hours of content. Using machine learning, we identified hundreds of Coca-Cola placements and created customized replies with an offer for every single appearance. "I See Coke" was launched nationwide and automatically added to Alexa devices in Arabic and English, no download or activation required.
- +234% Brand Awareness
- 96% Offer Redemption
- Most Mentioned Brand to Alexa
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Awards
The One Show
2024
Gold & 2 Bronze
The Clio Awards
2024
Silver & 3 Bronze
New York Festivals
2023
Gold & 3 Silver
2023 Gerety Awards
Media Cut - Emerging Commerce
Bronze
London International Awards
2023
Silver & Bronze