Dhamecha tries out virtual assistant for “Share A Coke” campaign

Coca-Cola Enterprises (CCE) is launching a new digital shopper marketing trial to engage retailers and drive awareness of its 2014 “Share a Coke” campaign.

Using the latest cutting-edge technology from digital specialist Tensator, CCE has created a new virtual assistant, called ‘Isabelle’, to update retailers visiting Dhamecha cash and carry 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 customers understand how the campaign can benefit them and how they can get involved.

“Digital shopping marketing innovation, such as ‘Isabelle’, is a creative and fun way to reach our customers with the campaign and is a piece of genuine digital innovation that we’re excited to bring to the market to build on the success of last year’s campaign.”

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.”

Ajay Joshi, head of media and technology at Tensator, said: “It’s fantastic that the product was so well received by and Dhamecha, with such a creative application for one of the most innovative marketing campaigns of the past few years.”

The trial will see Isabelle moved between selected Dhamecha depots throughout the summer.

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 transactions across the Coca-Cola portfolio. This summer, the iconic script on packs of Coca-Cola, Diet Coke and Coca-Cola Zero 500ml and 375ml bottles have been replaced with over 1,000 of the most popular names in the UK, building on the 250 names from 2013. The campaign is being supported by mass TV, digital and OOH support throughout the summer.

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