London-based wholesaler Dhamecha has been chosen by Coca-Cola Enterprises (CCE) to exclusively trial a new digital shopper marketing initiative which makes use of innovative digital technology.
In order to engage retailers and drive awareness of its 2014 “Share a Coke” campaign, CCE has employed cutting-edge tech from digital specialist Tensator, to create a virtual assistant (pictured), whose job it is to update retailers visiting Dhamecha depots across London on this summer’s plans for the campaign.
Dressed in Coca-Cola branded clothing, the virtual assistant (named Ultra Isabelle) tells customers about the success of the campaign to date, suggests how retailers can maximise shopper interest in their stores and plays the new “Share a Coke” TV advert.
Simon Miles, digital director at CCE, commented: “After the success of the ‘Share a Coke’ campaign last year, we were keen to ensure our retail and wholesale customers understand how the campaign can benefit them and how they can get involved. Isabelle is a creative and fun way to reach those customers.”
Mukesh Vithlani, trading director at Dhamecha, added: “We’re always looking for fresh new ideas to inspire our customers and this technology from CCE is one of the most innovative we’ve seen. We’re looking forward to seeing Isabelle have an impact in our depots and engage with retailers on a great sales opportunity for them.”
The “Share a Coke” campaign was one of the most talked-about marketing pushes of last year, driving a 10% increase in 375ml and 500ml sales across the Coca-Cola portfolio.
This summer, the script on packs of Coca-Cola, Diet Coke and Coca-Cola Zero 500ml and 375ml bottles will be replaced with over 1,000 of the most popular names in the UK, building on the 250 names from last year. The campaign is being supported by mass TV, digital and OOH support throughout the summer.
Isabelle will be moving between selected Dhamecha depots throughout the summer.