Situation:

For Cocacola to encourage its key accounts is its opportunity

to create a direct experience at peak consumption moments.

Mc Donalds, the most important key account, located at Parque 93 (top 20 of the most expensive commercial locations in south America), closes its doors to create an alliance with Cocacola: the first flagship in Latin America but the pandemic impact takes its course delaying this plan indefinitely.

Brief:

How to switch the launching of the flagship store in an opportunity to activate trust and optimism among people who are starting to resume their normality?

Objectives:

1. Gain convertion rate at the off channel

2. Generate traffic at a store many believed would never open again

3. Brand sentiment recall

We turn the smiles of the happiest country in the world, into means of payment

Through a commerce brand action, people could experience the value of their smiles. Just by placing their faces and by smiling on the interface, they could pay their order and claim their Cocacola, hamburger or fries

The bigger the smile, the bigger the reward

Data gathering:

According to the Gallup International´s latest report, Colombia holds the first place in happiest people, reporting happiness feeling and optimism in 83% of people surveyed.

Data interpretation:

We transferred the value of the first place of Gallup´s happy global survey to the smiles of Colombians, converting them in meanings of payment.

The bigger the smile, the bigger the reward

Target Audience:

In the world, Young audiences are most receptive in technological advances and show a real interest in living new experiences and new meanings of payment. However, because of technological and economic aspects, they only see this advances happening else where and not in their own cities

We designed the experience shopper journey actioning the following activation pillars: Action outside the store to capture as many people into the FlagShip store with high visibility and push girls during 24 hours.

We invited people in to interact with the devise we designed, using the existing facial recognition technology , to scan their smiles, turning these into transactions .

We created a picnic area at the near by park for people to enjoy their rewards for smiling, increasing visibility in the influence zone.

6.000 smiles generated transactions at the store

Sales increased by 35% in a 2 month period, compared with the rest of the stores.

Traffic store increased by 500% within 24 hours

84% convertion rate due to the experience