Coca Cola Turns WhatsApp Audios into Special Gifts for Christmas

Coca-Cola's Christmas campaigns are a tradition, and this year will be no different. As one of the brand activations that reinforce the concept 'Christmas Always Finds its Way', the brand mixes technology and magic to transform Christmas greetings into surprises that will make the moment even more unforgettable.

The promotion, entitled 'Magic Audios', is an innovative idea that unites technology with incredibly fun and engaging mechanics for consumers; to promote it, Coca-Cola invites users who purchase participating products on iFood, the lead delivery app in the country, and record Christmas audios on Kora, Coca-Cola's virtual assistant on WhatsApp, trying to draw the silhouette of the iconic bottle with the audio waves. 

"Coca-Cola's campaign this year celebrates the power and magic of Christmas to overcome obstacles and unite people. We want to exalt the moments of connection with family and friends and, therefore, we opened another digital relationship channel, aiming to bring inspiration to the public. The Magic Audios are an opportunity to connect people in a fun and creative way", reinforces Ted Ketterer, marketing director of The Coca-Cola Company Brazil. 

The activation was created by Ogilvy Consulting & Experience Brazil as a part of OpenX from WPP, in partnership with The Coca-Cola Company, 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 the formats and audio content, choosing the winners.

The consumers who manage to draw the silhouette, besides winning gift cards worth R$ 40 to consume at iFood, will also run for R$ 10,000.00 to spend on Magalu's e-commerce, one of the biggest of Brazil, turning their audios into gifts. The promotion 'Magic Audios' takes place between December 8th and 23rd, and the action will be disclosed through programmatic media and posts on social networks of the brand. 

'Christmas Always Finds Its Way' was the theme and also the inspiration for us to understand that when difficulties separated us, our voices brought us together. More than that, we realised that our WhatsApp audios also generate drawings. We evolved the idea and created the challenge to draw the silhouette of the iconic Coca-Cola bottle with wishes of happiness. That's how Magic Audios was born", adds Rubens Casanova, creative director at Ogilvy Consulting and Experience Brazil.