Coke backs sharing with virtual assistant Isabelle
Monday August 4, 2014 at 12:51pm
Coca-Cola Enterprises (CCE) is backing its 2014 ‘Share a Coke’ promotional campaign with a holographic ‘virtual assistant’ who will be telling retailers shopping at cash-and-carries about the success of the campaign and encouraging them to stock as many names as possible. The new virtual assistant, called ‘Isabelle’, will initially be appearing at Dhamecha cash and carry depots in London. The display unit was created for CCE by digital specialist Tensator. Dressed in Coca-Cola branded clothing, Virtual Assistant Ultra Isabelle tells customers about the success of the campaign to date, suggests how retailers can maximise shopper interest in their stores and plays the new ‘Share a Coke’ TV advert. The trial will see Isabelle moved between selected Dhamecha depots across the summer. Simon Miles, digital director at CCE, says: “After the success of the ‘Share a Coke’ campaign last year, we were keen to ensure our customers understand how the campaign can benefit them and how they can get involved. Digital shopping marketing innovation, such as ‘Isabelle’, is a creative and fun way to reach our customers with the campaign and is a piece of genuine digital innovation that we’re excited to bring to the market to build on the success of last year’s campaign.” Mukesh Vithlani, trading director at Dhamecha, adds: “We’re always looking for fresh new ideas to inspire our customers and this technology from CCE is one of the most innovative we’ve seen. We’re looking forward to seeing Isabelle have an impact in our depots and engage with retailers on a great sales opportunity for them.” Last year’s ‘Share a Coke’ campaign apparently drove a 10% increase in 375ml and 500ml transactions across the Coca-Cola portfolio. This summer, in year two of the campaign, over 1,000 names will appear on packs of Coca-Cola, Diet Coke and Coca-Cola Zero until September. 500ml and 375ml bottles will bear first names of consumers, with over 1,000 appearing in across the UK. For 2014, Coca-Cola is making the campaign more personal than ever by introducing targeted large PET bottles across Coke and its no-calorie variants which feature emotive words rather than first names – such as ‘Mum’, ‘Dad,’ ‘Mate’ and ‘Friends’. The campaign is once again supported by an extensive integrated marketing campaign which includes outdoor, a TV commercial, digital and experiential activity. The TV commercial, entitled ‘Bobby’, follows one dog’s quest to find his personalised Coke bottle and shows just how everyone is included in this summer’s campaign. Consumers are able to track down bottles in retailers via the Name Dropper digital app which will aggregate social media content using the campaign hashtag #shareacoke along with the name that appears on the bottle. Finally, an online personalisation site with more than 500,000 names to choose from has also been launched.