Connecting with 12 Million Consumers through Digital Engagement

About the Client

Coca-Cola Nigeria markets soft drinks to Nigerian consumers through the Coca-Cola system’s local operations, with a long-standing presence that reaches households nationwide through bottling, distribution and brand campaigns.

Challenge

Millions of Nigerians drank Coca-Cola every day, but the company could not see who they were or reach them beyond retail. It needed a consumer database, and a way to reward loyalty at scale.

Solution

Softcom built the infrastructure for Coca-Cola's Under-the-Crown campaign. A unique code sat under the crown. The drinker dialled a USSD short code, entered the crown code, answered a short survey, and received airtime immediately. The platform tied into manufacturing data and every mobile network.

Impact

• Over 12 million consumers identified and profiled
• Airtime rewards delivered automatically, in real time
• A consumer database for targeted engagement and promotions
• A measurable connection between the brand and the person who bought the drink