| Title | SEEN |
| Brand | COCA-COLA |
| Product/Service | COCA-COLA |
| Category |
B09. Use of Mobile |
|
Entrant
|
McCANN BUCHAREST, ROMANIA
|
|
Idea Creation
|
McCANN BUCHAREST, ROMANIA
|
|
Idea Creation 2
|
MRM//McCANN BUCHAREST, ROMANIA
|
|
Media Placement
|
UM BUCHAREST, ROMANIA
|
|
PR
|
McCANN PR Bucharest, ROMANIA
|
Credits
| ADRIAN BOTAN |
MCCANN EMEA |
GLOBAL EXECUTIVE CREATIVE DIRECTOR |
| CATALIN DOBRE |
MCCANN ROMANIA |
EXECUTIVE CREATIVE DIRECTOR |
| IOANA FILIP |
MRM//MCCANN ROMANIA |
EXECUTIVE CREATIVE DIRECTOR |
| SIMONA SUMAN |
MRM // MCCANN BUCHAREST |
CREATIVE DIRECTOR |
| SANDRA BOLD |
MRM//MCCANN ROMANIA |
HEAD OF COPY |
| MIHAI VASILE |
MRM//MCCANN ROMANIA |
SENIOR COPYWRITER |
| MIRUNA MACRI |
MRM//MCCANN ROMANIA |
SENIOR ART DIRECTOR |
| RALUCA CIRCO |
MRM//MCCANN ROMANIA |
HEAD OF DEISGN |
| CORINA IONITA |
MRM // MCCANN ROMANIA |
SENIOR ART DIRECTOR |
| OANA GRASU |
MRM // MCCANN ROMANIA |
REGIONAL ACCOUNT DIRECTOR |
| ANDREEA SOFRONE |
MRM // MCCANN ROMANIA |
ACCOUNT DIRECTOR |
| IONELA BUTA |
MRM // MCCANN ROMANIA |
DEPUTY CEO |
| RUXANDRA FLORESCU |
MRM // MCCANN ROMANIA |
REGIONAL ACCOUNT MANAGER |
| BOGDANA VOICAN |
MRM // MCCANN ROMANIA |
SENIOR ACCOUNT MANAGER |
| DANA CHITRUSCA |
UM ROMANIA |
ACCOUNT DIRECTOR |
| ANDREEA GAVRILESCU |
UM ROMANIA |
DIGITAL PLANNER |
| CRISTIAN ENE |
UM ROMANIA |
DIGITAL PLANNER |
| RAMONA MANDU |
UM ROMANIA |
CONTENT MANAGER |
| LAVINIA CHICAN |
MCCANN PR |
SENIOR PARTNER |
| MIHAELA DUMITRESCU |
MCCANN PR |
ACCOUNT DIRECTOR |
| SIMONA SIMON |
MCCANN PR |
CREATIVE MANAGER |
| MARIA IORDACHE |
MCCANN PR |
CREATIVE MANAGER |
| SIMONA IONESTI |
MCCANN PR |
DIGITAL & INFLUENCERS SPECIALIST |
| CARMEN BISTRIAN |
MCCANN WORDGROUP |
CREATIVE EXCELLENCE MANAGER EUROPE |
| TIBERIU MUNTEANU |
MCCANN ROMANIA |
AV MANAGER |
| ALEXANDRU PLATON |
MCCANN ROMANIA |
AV PRODUCER |
Why is this work relevant for Media?
Coca-Cola wanted to reconnect with Gen Z through an innovative original series streamed on its own mobile entertainment app - WOAH. In order to do that, we took one of the biggest digital fears of this generation and built a mobile series around it.
We created SEEN – an immersive entertainment series inspired by every teen’s fear of receiving a “seen” in a text conversation. Each of the eight vertical episodes immersed viewers inside the chats of Alex, Ella, Jake and Nina and turned them into real digital voyeurs for the chats of these four characters.
Background
Coca-Cola wanted to continue its mission to reconnect with Gen Z by launching its own entertainment app that featured original productions and exclusive content.
We needed to create an original entertainment series that would put the brand at the center of the story by taking something teens relate to the most and create a captivating plot around it.
Describe the creative idea/insights
SEEN is an eight episode mobile series that turns the viewers’ phones into the phones of the characters, making them real digital voyeurs. The audience gets an intimate look inside the chats of Alex, Ella, Jake and Nina as they go through teen drama.
The story of SEEN gets triggered when Alex confesses his love to Ella and only gets a SEEN in exchange. His heartbreak has a snowball effect on the four friends as they all have to deal with gossip, cheating, but also friendship and love towards the end of the series.
Describe the strategy
Coca-Cola’s main brand objective was to reconnect with its key target – teens between the ages of 13 and 19 - using entertainment.
In order to do that, we created a mobile entertainment series that drew inspiration from one of the things the target related to the most: the fear of getting a SEEN.
The eight vertical episodes of SEEN used the media teens relate to the most and immersed viewers into the chats of the four characters, giving them an inside look into the lives of Alex, Ella, Jake and Nina. Every episode switched perspectives so the audience could see what happens inside the phone of each character.
Describe the execution
SEEN is a mobile immersive entertainment series launched on Coca-Cola’s own mobile app – WOAH - that draws inspiration from one of the biggest fears of the Gen Z: the fear of getting a SEEN in a conversation.
The story is triggered when Alex confesses his love to Ella over text and only gets a SEEN. From that point on, his heartbreak has a snowball effect on his other three friends as they all have to deal with gossip, lying and cheating. The series ends with the four friends talking it out and making up.
The eight episodes of SEEN were promoted as a full blooded series, with an exclusive digital premiere, a dedicated IMDB page and reviews from influencers. SEEN launched in Poland, Romania, Italy, Hungary, Serbia and Greece, two other countries following.
List the results
SEEN was a double first for Coca-Cola in Central Eastern Europe: it was the first mobile series and it broke every record in terms of media results. The 8 episodes launched in 5 countries (Poland, Romania, Italy, Hungary and Serbia), other 2 following, and got more than 9 million unique views and 143 million media impressions. More importantly, teens in every country are asking for a second season of SEEN.
• +9 million views
• 96% brand positive sentiment
• ~130.000 app downloads for WOAH, the app that streamed SEEN