Our challenge was to create a Christmas campaign for Coca-Cola that emotionally connected with our consumers, with the main objective being to sell more of the product with food combos on delivery apps. That's no mean feat, considering the financial situation of most Brazilians amidst the pandemic, the high inflation, and the rising cost of food orders during the period.

Also, we needed a campaign that not only increased sales, but encouraged the spirit of sharing and the joy of Christmas, especially in a continental country like Brazil, where family members can be several states apart. However, there's one element that unites most Brazilians: the use of WhatsApp. With that in mind, we thought of the following insight: Most WhatsApp audio waves kind of look like the classic contour of a Coca-Cola bottle. What if we could hack that somehow? Thus was born our idea. Magic Audios was the first ever promotional campaign to run exclusively on WhatsApp. It's an idea that's 100% digital, made for the contemporary world we live in, and full of fun and shareability. And it's quite simple: People just had to wish a Merry Christmas by sending an audio with the phrase, and attempting to make the wavelength match the shape of the bottle. If they got a match, they could compete for a big cash prize of R$ 10,000 to spend on Magazine Luiza, a huge e-retailer in Brazil. People could also win R$ 40 vouchers to use on iFood, the country's most popular food delivery app. To achieve this technological feat, we trained the AI to identify several shapes, wavelengths, accents, mispronunciations, even avoiding bad words and other brand names. It could identify the audio in milliseconds, directing the person to the food aggregator in instants.The entire action took place within WhatsApp, in a seamless experience for consumers. People loved sending this Christmas audios to try to form the bottle in the hopes of winning prizes and discounts, so, for two weeks, the brand got lots of interaction and engagement. We turned Brazil's most-used app into a platform for magic, in which people had the only two things they needed to take part and have fun: their voices and smartphones.