Coke | The World's First Fully Personalised TV Campaign | Cannes Lions 2015 | SILVER, Use of Screens

Summary

Coca-Cola launched a groundbreaking personalized TV campaign, 'Share a Coke,' leveraging viewers' 4OD sign-in names to create four million unique ads. This innovative approach led to a 17% increase in campaign awareness, 71% ad recall, and a 24% boost in purchase intent. The success underscores the power of using small data to foster genuine human connection and happiness in advertising.

Takeaways

• 🥤 Coca-Cola launched the world's first fully personalized TV campaign, emphasizing individuality in marketing.
• 📺 The campaign was built around the concept of 'Share a Coke', inviting consumers to share their experience with the brand.
• 🔑 Utilizing a small piece of data, specifically the 4oD sign-in names, Coca-Cola personalized the ads for each viewer.
• 🎉 They created four million unique TV ads, each addressing an individual viewer by name on a Coke bottle.
• 📈 The campaign had a significant impact, with 11 million views on the 4oD catch-up TV platform.
• 📊 Social reach for the 'Share a Coke' campaign increased to 11 million, showing its popularity on social media.
• 📈 Campaign awareness saw a 17% increase, indicating its success in reaching a wider audience.
• 🔍 Ad recall was at 71%, meaning viewers were highly likely to remember the personalized ads.
• 🛒 Purchase intent rose by 24%, suggesting the campaign effectively drove consumer interest in buying Coca-Cola products.
• 🌟 Addressing people by name and treating them as individuals was a successful strategy for the campaign.
• 😊 Using small data to create a personalized experience can lead to big happiness and positive brand engagement.

Q & A

What is the main focus of Coca-Cola's TV campaign mentioned in the script?

The main focus of the campaign is to create a fully personalized TV experience by displaying viewers' names on Coke bottles.

How many personalized TV ads were created for the campaign?

Four million personalized TV ads were created for the campaign.

What was the source of data used to personalize the ads?

The viewers' 4oD sign-in names were used as a tiny piece of data to personalize the ads.

What was the viewers' reaction to the personalized ads?

The viewers were engaged and excited by the personalized ads.

How did the personalized campaign impact social reach?

The social reach of the Share a Coke campaign increased to eleven million.

What was the increase in campaign awareness due to the personalized ads?

Campaign awareness increased by seventeen percent.

What was the ad recall percentage after the personalized campaign?

Ad recall increased to 71 percent after the personalized campaign.

How much did the purchase intent increase after the campaign?

The purchase intent increased by 24 percent after the campaign.

What is the key takeaway from the campaign's success?

Addressing people by name and treating them as humans works in spreading happiness and increasing campaign effectiveness.

What platform was used to deliver the personalized ads to the viewers?

The 4oD catch-up TV platform was used to deliver the personalized ads.

What was the campaign's name and what was its main message?

The campaign's name is 'Share a Coke', and its main message is to bring happiness to people's TV viewing by personalization.