SEEN

TitleSEEN
BrandCOCA-COLA
Product/ServiceCOCA-COLA
Category B03. Social for 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
Name Company Position
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

Background

Coca-Cola wanted to reconnect to the young generation through an original series streamed on its own mobile entertainment app. In order to do that, we took one of the biggest digital fears of this generation and made it into a mobile entertainment series. We created SEEN – an entertainment series inspired by every teen’s fear of getting a seen in a conversation. Each of the 8 vertical episodes immersed viewers inside the chats of Alex, Ella, Jake and Nina and gave them an intimate look at the drama caused by a SEEN.

Describe the creative idea

Coca-Cola wanted to better connect with the young generation, so we took something they all relate to and made it into a mobile entertainment series: the fear of getting a SEEN in a conversation. SEEN is an 8 episodes mobile series that turns the viewers’ phones into the phones of the characters, turning them into 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. His heartbreak has a snowball effect on the 4 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: the young generation, aged 13-25. 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 8 vertical episodes of SEEN immersed the viewers into the chats of the 4 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 that drew inspiration from one of the young generation’s biggest fears: 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 3 friends as they all have to deal with gossip, lying and cheating. The series ends with the 4 friends talking it out and making up. The 8 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, 2 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