Coca-Cola

ShowHeroes and Coca-Cola: Turning Briefs into Results and Actionable Insights

CLIENT BRIEFING

Coca-Cola’s “Concorra à sua vaga no jogo” campaign aimed to go beyond media delivery by understanding how different creative elements could influence message clarity, audience interaction, and campaign effectiveness across screens. The key challenge was not only to reach the right audience, but to identify which creative choices — from CTA wording to QR Code placement — could better transform attention into action.

SHOWHEROES AD SOLUTION

ShowHeroes activated a cross-device strategy combining CTV and OLV, powered by Semantic Hero AI to place the campaign in highly relevant contexts. To complement media performance, ShowHeroes implemented a creative diagnostic framework designed to evaluate message comprehension, CTA effectiveness, QR Code perception, and engagement potential. The campaign exceeded benchmarks, delivering a 6.5% lift in VTR on CTV and a 14% lift in VTR on OLV. The diagnostic also showed that clear, contextualized and action-oriented creative can directly improve user response, reflected in above-average QR Code scans. More importantly, these insights became actionable data for the brand — helping identify which creative decisions drove stronger understanding, higher engagement potential, and smarter optimizations for future activations.

6.5 pp CTV above benchmark VTR