Coca-Cola Middle East to Bring Home Mealtime Movie Magic with ‘I See Coke’ Voice Campaign

Are you a movie lover who enjoys pairing your meals with a refreshing Coca-Cola? Coca-Cola Middle East has partnered with WPP’s Open X unit and VMLY&R Commerce to bring you an innovative voice-activated campaign called ‘I See Coke.’  This campaign allows Saudi consumers to receive a discount voucher for ordering a Coke to pair with their meal through Alexa as they see the beverage product in a movie or TV show.

Coca-Cola Middle East to Bring Home Mealtime Movie Magic with ‘I See Coke’ Voice Campaign

How Does the ‘I See Coke’ Campaign Work?

To participate in the ‘I See Coke’ campaign, all you need is an Amazon Alexa device and to be watching a movie or TV show that features Coca-Cola. When you spot the Coca-Cola product on the screen, say “Alexa, I see Coke.” Alexa will respond with a witty comment and send you a discount voucher via email that you can redeem for a refreshing Coke through e-retailer Nana in the Kingdom of Saudi Arabia.

The Magic Behind the Campaign

VMLY&R Commerce conceived the innovation and developed the technology behind the campaign in collaboration with Alexa. The agency also identified the applicable catalog of movies and TV shows and developed bespoke responses. The catalog captures hundreds of iconic movie and TV show moments, with more to be added in due course. The campaign leverages Amazon Alexa’s recently launched Khaleeji Arabic language capability to shorten the path between awareness and conversion.

The Ultimate Screen Time Refreshment

“Coca-Cola and the movies are a long-standing love story,” says Leila Katrib, executive creative director, VMLY&R Commerce Dubai. “We wanted to remind people that Coke is the ultimate screen time refreshment. As voice AI commerce takes off, the launch of Alexa’s capability in Khaleeji Arabic in KSA was the perfect opportunity to do that with a little touch of magic, where product placement meets convenience of purchase.”

The way I see it, Coca-Cola Middle East’s ‘I See Coke’ campaign is all about creating an exciting and memorable experience that merges the worlds of pop culture, food, and movies. This fun and engaging branding experience combines pop culture and mealtime movies with Alexa’s witty tone. The campaign which will be launching in Saudi Arabia on Instagram, influencers will help spread the word. So grab a Coke, kick back, and enjoy your favorite flick with the ultimate screen time refreshment.

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Hasin Hamza