Winners & Shortlists

MERAK ETTIM (I WONDER)

TitleMERAK ETTIM (I WONDER)
BrandTHE COCA-COLA COMPANY
Product/ServiceCOCA-COLA
Category A02. USER EXPERIENCE
Entrant Company PLASENTA CONVERSATION AGENCY Istanbul, TURKEY
Advertising Agency PLASENTA CONVERSATION AGENCY Istanbul, TURKEY
Credits
Name Company Position
Cem Batu Plasenta Conversation Agency
Ödül Küçük Plasenta Conversation Agency Strategist
Erinç Kargan Plasenta Conversation Agency Conversation Manager
Gözde Balkan Plasenta Conversation Agency Account Director
Beril Maraloğlu Plasenta Conversation Agency Analyst
Nilüfer Karaarslan Plasenta Conversation Agency Analyst

Creative Execution

A new website is launched to enable the users to ask brand-related questions, search for desired information and reach a wide range of answers with different formats including infograhics, pictures and videos, where TCCC employees answer the questions. While stating to ‘humanize’ the brand, we started a communication strategy where we engage with our users on one-to-one basis and respond with the correct information. We centralized our call center, social media and other communication channels to act as one voice and respond to consumers in the best possible way we can.

Since the website’s launch in 2014, more than 7 thousand questions have been answered. Users spent an average of 4 minutes on site. By humanizing the brand strategy, the engagement level increased by 77% while the total conversation about the brand raised by 23%. Positive tone about the brand increased from 51% to 62%.

Social media is becoming a space where users spent more time everyday to interact with peers, share or receive information. Brands are looking for ways to establish relations with the users and transpose their messages. Starting with 2014, The Coca-Cola Company moves toward a unique strategy for humanizing the brand and exploring more on transparency. The idea was to enable users to find accurate answers about the brand or the company. Objective was to enable to have one-to one dialog, while amplifying the transparency of the communication.