Cannes Lions

THE WORLD'S FIRST FULLY PERSONALISED TV CAMPAIGN

MEDIACOM, London / COCA-COLA / 2015

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Case Film

Overview

Entries

Credits

Overview

Execution

We gave all 11 million viewers of the 4oD catch-up TV platform a chance to see their own name on a bottle.

We used a tiny piece of data - people’s 4oD sign-in name - to create a personalised TV ad for each viewer. The bespoke copy ended with the tagline ‘Share a Coke With’, followed by the viewer’s name in the label section of the iconic Coca-Cola bottle.

In total, we created 4 million dynamically-created TV adverts that called each individual viewer by name on the Share a Coke bottle. 4 million adverts that engaged and excited those viewers.

Outcome

People loved it. So much so, that the social reach of #Shareacoke peaked at 11 million.

The response on Twitter showed how surprising the campaign was.

For example, @remzitomlin tweeted: How did the 4oD Coke advert know my name and put in on a can? I’m so confused and happy.

They didn't just tweet though - Campaign awareness was up 17%, Ad recall was 71% and purchase intent increased 24%.

Turns out addressing people by name, treating people as humans – just works.

That’s how you use the power of small data to spread big happiness.

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