The new Alexa skill launches in Arabic for the Amazon virtual assistant.
In partnership with WPP’s Open X unit with the creative development led by VMLY&R Commerce, Coca-Cola Middle East launched the "I See Coke" campaign, that uses a new Alexa skill allowing Saudi consumers to receive a discount voucher for ordering a Coke to pair with their meal 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. Alexa then offers a witty response 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 Saudi e-retailer Nana.
The campaign launches this week in Saudi Arabia on Instagram and will use of influencers for amplification 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,” said Santiago Cony Etchart, Creative Strategy Director at The Coca-Cola Company Eurasia and Middle East:
VMLY&R Commerce conceived 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 screentime 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 at 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,” said Miguel Bemfica, Chief Creative Officer at 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,” said Raf Fatani, Regional General Manager Alexa, MENA at Amazon.