A video search engine to make Israeli youngsters’ life decisions easier
Coca-Cola has always championed young people, and while being young is mostly perceived as being carefree – reality couldn’t be further away from the truth. The average person makes over 30,000 choices a day and when you're young making life defining choices can be terrifying… and with thousands of results an online search delivers, it's easy to get drowned in too much information. No one realized that better than Coca-Cola who’d just expanded its product range in Israel, giving consumers more choices than ever before.
So Coca-Cola decided to help youngsters figure out what’s the right choice for them – not just beverage wise but life wise. Partnering with Google, we identified the top online searches made by Israeli youngsters regarding work, studies, travel, and other meaningful life decisions. Searches like where to travel to after the army - South America or Asia-, whether to travel alone or with a friend, whether to choose a subsidized student job or a regular job and many more.
After mapping out youngsters’ top searches, we applied our data findings and created over 40 individual pieces of video content, indexed them and optimized them so that the content would pop up organically on google search. But we didn’t stop there; predicting what the next step in their search would be, we engineered the content so that every quest and every video viewed generated an option for youngsters to go down the rabbit whole and explore their question even further by viewing another video that informed their choice and answered their question even better. So when the first video played-out, we immediately offered youngsters the possibility to search deeper and view another piece of content – de facto creating tends of thousands of completely native, hyper relevant journeys – tailored specifically to every individual.
Israeli youngsters loved the experience which generated over 2M views, got listed on YouTube’s ‘Best Campaign of the Month’ ranking and achieved completion rates of 76% and a relevance score that grew the more videos were viewed.
Working together with Coca-Cola and Google we effectively created the first video search engine to make Israeli youngsters’ life decisions easier. Now that’s an experience worth watching!
Agency: Glickman Shamir Samsonov Publicis
VP Creative, Partner: Yigal Shamir
VP Clients, Partner: Ronen Goldshmidt
VP Creative: Adi Bruner
CTO: Omry Levy
Creative Director: Adam Peled
Art Director: Lior Shuster
Copywriter: Tom Gabay
Account Manager: Irit Pasternak
Account Supervisor: Liron Hadad
Junior Account Manager: Zoe Price
Studio Manager: Einat Shabo
VP Strategy: Michal Atia
Coca-Cola Client Credits:
VP of Marketing: Shelly Shamir Keinan
Marketing Manager: Orly Flex
Brand Manager: Adi Ashkenazi
Head of Digital: Nataly Ziv
Google Israel Credits:
FMCG: Seffi Tsarfati
Creative: Idan Kravitz
Analytics: Gal Afgon