Creative Execution

Using ShareIT which allows people to share files, we created the first branded customized gallery to give users an opportunity to share customizable Share-A-Coke(SAC) messages. We leveraged the HelloEnglish app to serve SAC messages in 10 different languages. SAC message customization was a part of the learners’ practice sessions, tests, and the course material. The app hosted the first-ever SAC powered Chatbot that taught users how to name relationships and craft special messages for their loved ones. Further, we partnered with Truecaller – to create India’s first ‘flash’ innovation on their messaging platform. It enabled users to share ‘SAC’ messages after concluding a call. During IPL – SAC become the first brand to integrate within the Live-broadcast as an ‘Emoji’ that users could share live. To capitalize on the growing popularity of Google Assistant in India, we collaborated with Google to allow users to share ‘SAC’ messages using a Voice-command!

1. BLS gain: +0.13 in core markets; BLS gains led by teens (+0.51) 2. Amongst teens cohort in Delhi, BLS up by +0.72 to reach an all-time high of 4.31 3. Incidence (P4W) moves up by average 5.5% in core markets 4. Hotstar ‘Emoji’ integration: 230 billion impressions; 131 million clicks 5. Reliance JIO: 65 million impressions

With nearly 92% accessing internet on mobile, it was imperative to identify partners and collaborate, to not just advertise, but ‘integrate’ within mobile-first platforms with vernacular content. We looked beyond nationally popular platforms to identify apps that young adults spent the most time on, had a higher skew on ‘sharing’ content and had significantly higher penetration in core markets of Coca-Cola. Leveraging social listening and App Annie, we identified the following as most suited platforms for our campaign. 1. ShareIt: World’s fastest cross-platform transfer app with 40 million active users. 2. HelloEnglish: South-East Asia’s largest English learning app. Over 24 million youngsters in 18 different Indian languages learn English on this platform 3. Truecaller: India’s number one dialler and SMS app with over 250 million users 4. Hotstar: India’s most popular OTT platform with 202 million users 5. Google Assistant: Newly launch virtual assistant in India