Coca-Cola Middle East connects pop culture and the mealtime movie experience with Alexa’s witty tone to create in-home movie magic with the I See Coke campaign. In partnership with WPP’s Open X unit with the creative development led by VMLY&R COMMERCE, the campaign uses a new skill that allows Saudi consumers to receive a discount voucher for ordering a Coke to pair with their meal through Alexa as they see the beverage product in a movie or TV show.
People who spot Coca-Cola on screen during a movie simply have to say “Alexa, I see Coke” to receive one of the limited numbers of discount codes via email. True to its reputation, Alexa offers a wittyresponse to validate the product placement. For example, people seeing a Coca-Cola in Home Alone and triggering the skill will get responses such as, “Ok, Kevin! Here’s a Coke to keep you company while your parents come back. The code is immediately redeemable for a refreshing Coke through e-retailer, Nana, in the Kingdom of Saudi Arabia.
The campaign launches this week in Saudi Arabia on Instagram and will see the use of influencers amplify the campaign across their own channels. Coca-Cola Middle East is leveraging Amazon Alexa’s recently launched Khaleeji Arabic language capability to shorten the path between awareness and conversion.
“I See Coke is a one-of-a-kind voice-activated campaign. We are not only creating a fun and engaging experience for consumers, but we are also opening new routes to market with a creative commerce solution.” commented Santiago Cony Etchart, Creative Strategy Director, The Coca-Cola CompanyEurasia and Middle East:
VMLY&R COMMERCE conceived the innovation and developed the technology behind the campaign in collaboration with Alexa. The agency also identified the applicable catalogue of movies and TV shows and developed bespoke responses. The catalogue captures hundreds of iconic movie and TV show moments, with more to be added in due course.
“Coca-Cola and the movies are a long-standing love story, and we wanted to remind people that Coke is the ultimate screen time refreshment. As voice AI commerce takes off, the launch of Alexa’s capability in Khaleeji Arabic in KSA was the perfect opportunity to do that with a little touch of magic, where product placement meets convenience of purchase,” said Leila Katrib, Executive Creative Director, VMLY&R Commerce Dubai.
“This innovative commerce work is testament to our brave clients whom are eager to push the boundaries of creativity, regardless of channel. The idea brought to life by our integrated team, perfectly delivers on both brand and customer experience, within a commerce brief, to offer a fun and engaging experience that converts, the ultimate goal of any brand marketer.” comments Miguel Bemfica, Chief Creative Officer, VMLY&R Dubai.
Alongside the influencers and social launch, the campaign will be supported by media from Mediacom, the brands’ social channels, and across the Amazon.sa e-commerce platform.
“We are excited to be teaming up with Coca-Cola Middle East to harness the growth of voice AI in the region, and its impact on the brand customer journey. We will continue to provide our customers in Saudi Arabia a fully localized experience that will make their homes come to life with smart home devices and access to interactive fun experiences for all the family members,” comments Dr Raf Fatani, Amazon – Regional General Manager, Alexa, MENA
