The Search of a Lifetime
Coca-Cola
Issue 52 | September 2019
Agency
Glickman Shamir Samsonov Publicis
Creative Team
VP Creative Partner: Yigal Shamir VP Creative: Adi Bruner Creative Director: Adam Peled Art Director: Lior Shuster Copywriter: Tom Gabay
Production Team
Studio Manager: Einat Shabo CTO Omry Levy Google Israel FMCG: Seffi Tsarfati Creative: Idan Kravitz Analytics: Gal Afgon
Other Credits
VP Clients, Partner: Ronen Goldshmidt Account Manager: Irit Pasternak Account Supervisor: Liron Hadad Junior Account Manager: Zoe Price VP Strategy: Michal Atia Client VP of Marketing: Shelly Shamir Keinan Marketing Manager: Orly Flex Brand Manager: Adi Ashkenazi Head of Digital: Nataly Ziv
Date
June 2019
Background
Coca-Cola has always championed young people and while being young is mostly perceived as being carefree, the reality is that the average person makes over 30,000 choices a day. When you are young, making life defining choices can be stressful. With the thousands of results an online search delivers, it's easy to get drowned in too much information. No one realised that better than Coca-Cola, who’d just expanded its product range in Israel, giving consumers more choices than ever before.
Idea
Coca-Cola set out to help youngsters figure out the right choices, not just beverage wise but life wise. Partnering with Google, the top online searches were identified regarding work, studies, travel, and other meaningful life decisions made by Israeli youngsters.
Searches like: where to travel to after the army, South America or Asia? Travel alone or with a friend? Choose a subsidised student job or a regular job? After mapping out the top searches, over 40 individual pieces of video content were created, indexed and optimised so that the content would pop up organically on Google search.
The content was engineered so that every quest and every video viewed generated an option for youngsters to go down the rabbit whole and explore their question even further by viewing another video that informed their choice and answered their question even better. This generated tens of thousands of completely native, hyper relevant journeys tailored specifically to every individual.
Results
Israeli youngsters loved the experience, which generated over two million views, got listed on YouTube’s ‘Best Campaign of the Month’ ranking and achieved completion rates of 76% and a relevance score that grew the more videos were viewed.
Our Thoughts
Search reveals how people are feeling as much as what they want. This campaign starts with that basic understanding and works out from there. Of course, both the agency and Coca-Cola have had Google help mapping out the eco-system but that is one of the essential ingredients for communications success today – collaboration.
In several other cases in this issue (pages 34-35, BETC for Red Star, pages 54-55, Grabarz & Partner for Porsche) Vice Media’s contribution has been essential. In fact, Cannes data suggests you have a 46% greater chance of winning Gold if there are three or more companies involved in making an idea happen.