Coca-Cola is one of the biggest american corporations. The company's stock is listed on the NYSE and is part of DJIA, the S&P 500 index, the Russell 1000 Index, and the Russell 1000 Growth Stock Index.
During the World Cup Coca-Cola aimed to communicate different dynamic messages according to the live results of each game. There messages were shown during 3 instances:
Invite users to buy their Coca-Cola with a countdown banner.
During the game
Accompany the emotions of the user in real time, showing messages that generate empathy.
Construct planned consumption for the next match
Strategy and Results
It was possible to communicate more than 35 different messages that responded to 15 triggers according to the live events of the World Cup; achieving a CTR 3 times higher than the average CTR of other CPG branding campaigns. This was thanks to the use of the different functionalities of Herolens technology:
The execution of the campaign was possible with only 5 dynamic creatives in 8 different formats that were reused in each stage by connecting them to a shared document with all the different messages.
Api integration to Herolens’ rules engine
Followed by this, Herolens connected its rules engine with the Datafactory api to take real time information of each game and use it as triggers of the different messages.
Calendar rule functionality was used to schedule the creatives of the upcoming games.
Pre game countdown
During the gameMessage shown with a goal trigger
During the gameStats in real time of each team playing
"Thanks to Herolens, we were able to reach our audience with multiple relevant messages in real time, it allowed us to approach the world theme in a unique and differential way, accompanying the emotions of our target at a key moment and of big advertisement load"
Media Manager Argentina Paraguay & Uruguay
"Working with Herolens allowed us to materialize our ideas, converting them into a concrete proposal of great added value for our client. The possibilities of integration and personalization were fundamental to innovate, while the after-sales service gave us the possibility of providing the real-time follow-up we needed during the World Cup"
Digital coordinator - Starcom