Our ads also shouted the goals during the World Cup

With all the eyes on the World Cup, Coca-Cola and Starcom used Herolens technology to provide a message that really connected with the target. In a context charged with emotions they enhanced the attributes of the brand and sent a message with a clear call to action: share this moment with a Coca-Cola.

We showed in the ads, dynamic messages, updated in real time according to each match. This ads were distributed in the main sites of the region and were strategically communicating the right content at the right time.

“Thanks to Herolens, we were able to reach our audience with multiple relevant messages in real time, it allowed us to approach the world theme in a unique and differential way, accompanying the emotions of our target at a key moment and of big advertisement load”

Gisela Barbetta — Media Manager Argentina Paraguay & Uruguay

During the World Cup Coca-Cola aimed to communicate different dynamic messages according to the live results of each game. There messages were shown during 3 instances:

• Previous each game: Invite users to buy their Coca-Cola with a countdown banner.

• During the game: Accompany the emotions of the user in real time, showing messages that necessary generate empathy.

• Post game: Construct planned consumption for the next match

The strategy and results

It was possible to communicate more than 35 different messages that responded to 15 triggers according to the live events of the World Cup; achieving a CTR 3 times higher than the average CTR of other CPG branding campaigns. This was thanks to the use of the different functionalities of Herolens technology:

Dynamic Creatives

The execution of the campaign was possible with only 5 dynamic creatives in 8 different formats that were reused in each stage by connecting them to a shared document with all the different messages.

Api integration to Herolens’ rules engine

Followed by this, Herolens connected its rules engine with the Datafactory api to take real time information of each game and use it as triggers of the different messages.

Calendar rules

Calendar rule functionality was used to schedule the creatives of the upcoming games.

“Working with Herolens allowed us to materialize our ideas, converting them into a concrete proposal of great added value for our client. The possibilities of integration and personalization were fundamental to innovate, while the after-sales service gave us the possibility of providing the real-time follow-up we needed during the World Cup”

Matias Gancedo — Digital coordinator — Starcom