The first of its kind campaign combines a traditional television advert and digital mobile campaign with the instant gratification of a physical product, all at once.
Coca Cola Israel, in partnership with GETT taxi service and DOVe, (a tech startup incubated in Coca Cola’s pilot program ‘The Bridge’), have created an interactive advert that allows viewers to order two ice cold Cokes, a branded cooler and a bottler opener via their mobile phones, direct to their doors.
When the Coca Cola advert appears on the screen, technology provided by startup DOVe enables it to transmit ultra-sonic audio signals that send out data packets which activate an app on viewer’s smartphones.
Once activated, the app sends a notification button that enables the recipient to order the drinks and assorted Coca Cola products to their door via the taxi service.
Traditionally, advert breaks have provided an opportunity for viewers to check their mobile phones for texts and notifications. However, this innovative example of direct marketing could override that compulsion.
The campaign combines a traditional television advert, digital mobile campaign with the instant gratification of a physical product, all at once. “This project was an excellent opportunity for us to provide a ground-breaking personal experience for consumers based on classic marketing merged with new media,” said Alon Zamir, Coca-Cola Israel CMO.