Brand
Coca-Cola Indonesia used ads that click to WhatsApp and marketing messages to turn football fans into in-store customers. By building a conversational experience around its BRI Liga 1 sponsorship, the company surpassed the product redemption goal it set for the campaign and saw lower acquisition costs compared to its planned benchmark.
Their Story
A beverage icon with deep Indonesian roots
Coca-Cola first entered the Indonesian market in 1927 and has since become a major beverage company in the country. Its local operations are managed by Coca-Cola Europacific Partners Indonesia, which oversees manufacturing and distribution across the archipelago. The Indonesian portfolio includes global brands alongside local favorites like Frestea, Nutriboost and Ades mineral water.
For its 2026 BRI Liga 1 football sponsorship, Coca-Cola Indonesia wanted to drive product sampling at scale and build direct consumer relationships it could use for future campaigns. The company had previously relied on email and landing pages, which saw limited engagement and higher drop-off.
Their Goal
Trade landing pages for real conversations
Working with WPP OpenX (Ogilvy) and Grivy as the technology partner, Coca-Cola Indonesia ran ads that click to WhatsApp to bring football fans directly into a messaging conversation. Once someone opted in, marketing messages on WhatsApp asked about their favorite local club and when they typically enjoyed a Coca-Cola. This helped the company understand preferences and tailor future messages.
“Moving to a conversational WhatsApp model allowed us to seamlessly connect with fans in real-time”
Niken Larasati,
IMX Lead, Coca-Cola Indonesia
Their Solution
Football fans became in-store customers on WhatsApp
Throughout the football season, consumers received personalized match-day reminders and live results. These messages included promotional codes they could redeem at Alfamart and Indomaret in over 49,000 stores nationwide. Each step felt quick, conversational and tied to something fans cared about, which contributed to a high completion rate.
Their Success
Redemptions tripled, acquisition costs down
The result was a simple path from ad to conversation to store visit. Rather than sending people to a website, Coca-Cola Indonesia kept the entire journey inside WhatsApp, from first interaction through coupon issuance, connecting match-day engagement to in-store product redemption.
- 225% of the in-store redemption goal achieved, with 35,000 physical store redemptions vs. a 10,000 target, attributed to the combined use of ads that click to WhatsApp and marketing messages on WhatsApp*
- 79% completion rate from conversation start to coupon issuance, attributed to marketing messages on WhatsApp*
- Approximately 35% lower cost per click vs. planned benchmark, attributed to ads that click to WhatsApp*
- 4% click-through rate across 123,756 clicks across Meta technologies, attributed to ads that click to WhatsApp*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
“By shifting from static channels to an integrated conversation on WhatsApp, we turned football fans into active customers. This conversational model was the key driver of our success, seamlessly bridging match-day engagement with real-world redemption. It didn’t just lower acquisition costs; it transformed how we build direct, high-value consumer relationships, driving results that far exceeded our initial targets and proving the effectiveness of a conversational-first strategy.”
Rohit Vaswani
Director of AI Delivery and Creative Technology, Ogilvy Indonesia
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