“I SEE COKE” CASE STUDY
2023 Silver Cannes Lions, Radio + Audio
In Saudi Arabia, Coca-Cola was struggling to keep up with competitors. But in movies, competitors couldn’t keep up with Coca-Cola. So, we turned over 100 years of product placement into a shoppable experience.
Using machine learning, we identified hundreds of movie scenes where Coke had a cameo. Then, we created a built-in Alexa skill that serves a customized reply and offer for every single scene. To get an ice-cold Coke, viewers simply had to say “Alexa, I see Coke.” The skill was launched nationwide and automatically added to Alexa devices in Arabic and English, no download or activation required.
