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
I See Coke is a one-of-a-kind voice-activated campaign. We're not only creating a fun and engaging experience for consumers, but we're also opening new routes to market with a creative commerce solution.
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
2023 New York Festivals
Commerce and Creativity - Conversational Commerce
Gold
2023 New York Festivals
Commerce and Creativity - Entertainment Commerce
Silver
2023 New York Festivals
Collaborations and Partnerships - Food / Drink / Restaurants
Silver
2023 New York Festivals
Print - Food / Drink / Restaurants
Silver
2023 Gerety Awards
Media Cut - Emerging Commerce
Bronze
2023 London International Awards
Radio - Radio & Audio Creativity in Commerce
Silver
2023 London International Awards
Radio - Radio & Audio Innovative Use of Radio & Audio
Bronze
Press
Coca-Cola Middle East Brings Its Magic to the Movie Experience with 'Alexa, I See Coke' Voice Campaign
LIttle Black Book
Coca-Cola Voice Campaign Urges Viewers to tell Alexa when they see Coke in Movies and ShowsAdAge
Coca-Cola Middle East to Bring Home Mealtime Movie Magic with ‘I See Coke’ Voice CampaignBrand the Change
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