Customer: Coca-Cola Company

Company: Ogilvy Consulting Brasil - Sponsorb. as a joint venture

Services

  • • Digital Transformation: e-commerce, marketplace, e-retailers, omnichannel.

  • • Data Driven: performance.

  • • Business Transformation: new channel.

Sponsorb., as a joint venture of Ogilvy Consulting do Brasil, participates in a Digital Commerce project, uniting Coca-Cola with the largest Food Aggregator companies: Rappi, iFood and Uber Eats.

One of the featured campaigns is the case that brings together two giants from the Food Delivery market, iFood and China in Box, in an innovative digital campaign. An action controlled by the consumer himself, in which people "fought" for their favorite combo of China in Box with Coca-Cola, on social networks and guaranteed special discounts on online orders.

Objective

Generate consumer engagement through an interactive promotion capable of impacting sales and increasing the incidence of Coca-Cola in Brazil.

Challenge

Create a differentiated campaign with multiple partners to gain relevance in a market that is already super competitive and aggressive in promotions. With that, nothing better than the merger of two large food companies: China in Box, which is the largest Chinese food player in Brazil and a key local strategic account. iFood, the largest food delivery application in Brazil and with a fast growing wave of its businesses, driven by the high need for consumer convenience.

Target Audience

Especially those lovers of Chinese food and who already knew China in Box and the people who used to order in food delivery apps, taking into account those who already had the iFood app installed on their mobile devices. Basically all genders, between 25-44 years old, of the AB class from all over Brazil.

Idea:

The idea was to transform Coca-Cola's Instagram stories into a digital fighting ring, in which the customer himself should choose his favorite dishes with discounts, to order them later in the iFood app. China in Box combos should always be accompanied by a Coca-Cola and the discount offered. The most voted combos would be revealed on the brand's own Instagram and included in the China in Box restaurant within iFood with the discounts applied.

Mechanics:

For a month, Coca-Cola's Instagram posted a weekly battle between two different China in Box combos with Coca-Cola. At the time of choice, the participant was also informed about the discount amount: "You choose the combo with a 25% discount next week! Choose 1 Yakissoba combo with coke and 25% discount: Chicken or Vegetables?".

In addition to Instagram, the campaign has evolved into Coca-Cola channels on Facebook and Youtube. Customers were impacted by Coca-Cola's social networks and also by push notifications, on-site geolocation and Google display networks.

Scope

  • • 7 million unique users.

  • • Click rate of 22.61%, higher than expected.

  • • More than 90,000 users actively involved in weekly Instagram polls.

  • • 104% growth in sales of special offers (discounted items) in delivery applications.

  • • Coca-Cola had a 7.3% increased incidence in delivery applications.

  • • About 3.2 ROI.

The case won the trophy for winning MMA – Smarties Global, an international award that recognizes advertising works created for mobile. The partnership received the award in the Promotion category, with the case “The Chinese Food Battle”, in 2019.

Cases
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