Coca-Cola is known for its traditional Christmas campaigns. Complementing the Xmas Always Finds Its Way 2022 campaign, the brand wanted an activation to get off the streets and go to digital channels, talking with and increasing the users' base on WhatsApp, Coca-Cola's main CRM channel to generate new registrations, collect more data from users, foster engagement with the chatbot, Kora, and increase the incidence of consumption on delivery apps. Another highlight was the need to create an innovative way to counterbalance the traditional activations the brand runs every Christmas and take advantage of technologies that have a connection with digital channels.

Magic Audios was the first promo developed to be run exclusively on WhatsApp and counted with AI to make it happen. One of the main insights to develop this promotion was that Brazil is the second largest WhatsApp market in the world, with over 165 million users, and a high average usage time, with 29.2 hours a month. Magic Audios innovated when challenged consumers to send Christmas audios to Kora, Coca-Cola's chatbot, and at the same time, draw the iconic bottle with audio waves. After months of training and thousands of audios, those waves shape and audios content were analyzed and classified by an AI alongside Coca-Cola’s chatbot team. The users who managed draw the bottle won a voucher to use on iFood, the biggest app delivery platform in Brazil, and took part in a raffle that gave R$ 10.000 to be spent.

Through our research, we found out that Brazil is the second largest WhatsApp market in the world, with over 165 million users, which represents more than 80% of the country's population. We also found out that 76% of users are used to talking with brands on the app. With this data in hands, we could focus on our target public: brand lovers, consumers and potential consumers, Gens Y and X, from all genders, all over Brazil. We planned the communication to always be on the same device as the promotion itself, so we used social networks, as well iFood's media spaces, asking users to send their audios to Kora, Coca-Cola's virtual assistant. To increase engagement, they had three chances to draw the bottle for free, then they were instructed to buy the product, send the receipt, or print of the purchase, and start the 24-hour trial.

The first thing we had to do was train an AI to analyze and classify the audio waves sent by users to verify if it had the Coca-Cola bottle form and to disqualify any audios sent with words or messages that didn't follow the rules, like swearing and competing brands. After hundreds of hours and thousands of audios sent internally by the chat bot team, we could finally release the promo. The activation was promoted on social media paid posts and Stories all over the country, had communication inside the iFood delivery app, and was released on December 8th, being promoted by social media posts and paid media inside the delivery app itself. The plan was to end it on December 24th, but due to its success, it was extended to December 26th.

The materials produced visually used the Coca-Cola Bottle shape, WhatsApp interface aspects and Christmas elements. These elements were used in a way that reminded people of Christmas and demonstrated the activation would happen on WhatsApp. To execute it, we used AI to analyze the WhatsApp audios and classify those shaped like a Coca-Cola bottle. The AI was trained using thousands of clustered audio contents, when it was ready it was activated inside the Coca-Cola chat bot, analyzing all the audios people sent and classifying them in a matter of seconds. The chatbot team started training the AI by early November with thousands of audios. The promo itself was released on December 8th, being promoted by social media posts and paid media inside the delivery app itself. The plan was to end it on December 24th, but due to its success, it was extended till December 26th.

There were almost 100,000 unique users who contacted Coca-Cola's virtual assistant via WhatsApp, of which about 50,000 sent their audios. In total, 400 thousand audios were sent, which adds up to more than 4 million seconds – which would be about one and a half months of uninterrupted audio messages, if they were listened to one by one, one after another. In only one day, Coca-Cola's WhatsApp chatbot received more than 40k audios. One user alone sent 3,832 audio messages. As for the ads promoted, we had almost 18 million impressions, reaching 5 million unique users, with more than 140 thousand clicks in only 2 weeks. In addition, more than 100 articles were published, not only in Portuguese, but in five different languages.