COCA COLA CTV VOICE CAMPAIGN
Coca-Cola partnered with us to launch an innovative Connected TV voice campaign in Brazil that transformed traditional advertising into instant commerce. I designed the voice experience that allowed viewers to purchase Coca-Cola products directly through their Alexa devices, integrating with iFood's delivery platform to complete the transaction seamlessly.
Head of Product | Producer
Showheroes
Coca Cola
Brazil
Connected TV and Smartspeakers
Challenge
Traditional TV advertising creates awareness but requires multiple steps before purchase - consumers see an ad, remember the brand, visit a store or delivery app later. Coca-Cola wanted to collapse this journey, enabling instant purchase at the moment of peak interest during the ad itself.
The challenge was creating a voice commerce experience that felt natural and frictionless for Brazilian consumers, integrating CTV advertising with Alexa voice commands and iFood's delivery infrastructure to enable same-session purchases.
Results
Launched one of the first voice commerce integrations between CTV advertising, Alexa, and a delivery platform in Latin America. The campaign demonstrated how voice technology can transform passive viewing into active purchasing, collapsing the traditional marketing funnel.
Proved that Brazilian consumers were ready to adopt voice commerce when the experience was frictionless and relevant to the moment. The integration with iFood - Brazil's leading delivery platform - provided the infrastructure to fulfill instant purchase intent.
The campaign pioneered a new advertising model where TV commercials become direct sales channels, showing how brands can leverage voice assistants to drive immediate ROI from awareness campaigns.
3000+
Voice sessions
22%
Goal conversion rate (benchmark: 15-20%)
1.8M+
CTV Impressions
Process
Voice Commerce Design: I designed the conversational flow that activated when viewers said "Alexa, abrir Coca-Cola" during or after seeing the CTV ad. The experience needed to guide users from initial interest through product selection to completed purchase via iFood, all through voice.
CTV Creative Coordination: I collaborated with Showheroes team to ensure the on-screen messaging clearly communicated the voice activation ("Para Provar Diga: Alexa abrir Coca-Cola") while maintaining brand visual standards. The CTV creative needed to work as both traditional advertising and a commerce prompt.
Localisation: The entire experience was built for the Brazilian market, requiring Portuguese language voice recognition, and a send to phone link connected to Brazil's iFood delivery platform.
Testing & Launch: I coordinated testing across the Alexa ecosystem, and iFood link integration to ensure a seamless end-to-end purchase experience. Launch timing was coordinated with Coca-Cola's media buy.
Analytics & Optimisation: Dashboards to monitor user engagement patterns, completion rates for links to the iFood delivery platform. I worked with the media team to shift ad spend toward time / days that converted awareness into goals, maximising the campaign's impact.
Conclusion
The Coca-Cola Brazil voice commerce campaign demonstrated that the future of TV advertising isn't just about reach and frequency - it's about conversion. By enabling instant purchase through voice at the moment of peak interest, we collapsed days or weeks of consideration into a single interaction.
The campaign proved that voice commerce works when integrated thoughtfully into existing consumer behaviours - watching TV, using voice assistants, and ordering delivery. This approach created a scalable model for how global brands can use voice technology to drive measurable sales outcomes from traditional advertising formats.
