Coca-Cola wanted to continue its mission to reconnect with Gen Z by launching its own entertainment app that featured original productions and exclusive content.

We needed to create an original entertainment series that would put the brand at the center of the story by taking something teens relate to the most and create a captivating plot around it.

Coca-Cola wanted to better connect with the young generation, so we took something they all relate to and made it into a mobile entertainment series: the fear of getting a SEEN in a conversation.

SEEN is an 8 episodes mobile series that turns the viewers’ phones into the phones of the characters, turning them into real digital voyeurs. The audience gets an intimate look inside the chats of Alex, Ella, Jake and Nina as they go through teen drama.

The story of SEEN gets triggered when Alex confesses his love to Ella and only gets a SEEN. His heartbreak has a snowball effect on the 4 friends as they all have to deal with gossip, cheating, but also friendship and love towards the end of the series.

Coca-Cola’s main brand objective was to reconnect with its key target – teens between the ages of 13 and 19 - using entertainment.

In order to do that, we created a mobile entertainment series that drew inspiration from one of the things the target related to the most: the fear of getting a SEEN.

The eight vertical episodes of SEEN used the media teens relate to the most and immersed viewers into the chats of the four characters, giving them an inside look into the lives of Alex, Ella, Jake and Nina. Every episode switched perspectives so the audience could see what happens inside the phone of each character.

SEEN is a mobile immersive entertainment series launched on Coca-Cola’s own mobile app – WOAH - that draws inspiration from one of the biggest fears of the Gen Z: the fear of getting a SEEN in a conversation.

The story is triggered when Alex confesses his love to Ella over text and only gets a SEEN. From that point on, his heartbreak has a snowball effect on his other three friends as they all have to deal with gossip, lying and cheating. The series ends with the four friends talking it out and making up.

The eight episodes of SEEN were promoted as a full blooded series, with an exclusive digital premiere, a dedicated IMDB page and reviews from influencers. SEEN launched in Poland, Romania, Italy, Hungary, Serbia and Greece, two other countries following.