Cannes Lions

The Search of a Lifetime

THE COCA-COLA COMPANY, Bney brak / COCA-COLA / 2019

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Case Film
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Overview

Entries

Credits

Overview

Background

In 2019 Coca-Cola expanded its product range in Israel, giving consumers more choices than ever before.

But being given too many options to choose from can be difficult, generate anxiety and even decision paralysis (it’s called the ‘Choice Paradox’) . So how could we address this issue and still make certain Coca-Cola came out on top?

Idea

The average person makes more than 30,000 choices a day. And when you’re young, making a choice can be terrifying - even more so when you’re Israeli and choices aren’t as linear as in the west.

While in the West, most youngsters finish school, then go to university and get a job. In Israel, the journey is less straightforward as teenagers finishing school go into the army for three years then go on a big trip they have to finance through work and only then go to university.

The result: is a complex journey along which they will have multiple life-defining decisions. That’s when they usually ask Google. But it’s easy to get drowned online in irrelevant information. Coca-Cola decided to offer Israeli youngsters the way to figure out the right choice for them by creating a unique data-driven content experience, tailored to help them make a choice.

Strategy

INSIGHT MINING:

Partnering with Google, we identified Israeli youngsters top online searches.

DATA APPLICATION:

We applied our data findings to create lots of SEO friendly content that pop up organically on google search.

DATA BASED PREDICTION:

For the first time, we predicted what the next step in their search would be and served them with the more content that would inform their choice even better.

CUSTOMIZED CONTENT JOURNEY:

when the first video played-out, we immediately offered youngsters the possibility to search deeper and view another piece of content, creating a completely native, hyper relevant journey.

Execution

Partnering with Google, we identified youngsters’ top searches, and brought in experts from every field, to provide them with information regarding their choice.

Since we knew exactly what search strings youngsters would use, we named every video after that precise search string, ensuring our video would be the first to pop-up organically when they entered their query in Google. But we went further and created a first-of- its-kind, deep content journey tailored to every person’s search interest and then predicted what the next step in their search would be.

So when the first video played-out, they immediately were offered the next piece of content that would inform their choice even better; and again at the end of that offered another set of videos to choose from to refine their answer even more. Creating a data-driven, deep content experience, that helped young Israelis figure out what would make them most happy.

Outcome

• 75% of Israeli youngsters LOVED THE CONTENT

• 65% of Israeli youngsters found it HYPER RELEVANT

• In fact, the deeper their search, the more relevant they found the experience:

o AFTER 1 VIDEO 10% said the content was relevant

o AFTER 2 VIDEOS 28% said the content was relevant

o AFTER 3 VIDEOS 53% said the content was relevant

All in all we created over 39 pieces of individual content that could be combined into an infinity of deep content personally tailored customer journeys.

So what did Israeli youngsters choose in the end?

We don’t really care…as long as it made them happy (:

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