Coca Cola Case Study

Overview

David Studio Colombia S.A.S. is the in-house audiovisual post-production company for Ogilvy & Mather Colombia S.A.S.

The company provides services for such clients as Coca-Cola (CAM – CAR – ANDINA), Claro, Pfizer, Nestlé, Kimberly Clark, Almacenes Éxito, KIA Motors, and Henkel, among others.

Advertising pieces for TV, radio and digital video projects, which includes editing, composition, VFX, motion graphics, 3D animation, rotoscopies, and DCP transfers, are all produced by this team, led by General Director, Alejandro Samper.

David Studio Colombia S.A.S. also manages the audio aspects of projects, such as sound design, musicalization, voiceover, editing and mixing for radio and TV in the languages of the different countries the company serves.

Before Voices

Prior to enlisting the support of Voices, Alejandro and his team at David Studio Colombia S.A.S. used the different voice over associations in each country they were completing projects for to find international talent.

In Colombia, in particular, they had to be on a constant lookout to find fresh voices through radio stations, TV programmers, and referrals – to name just a few of the channels the team had to work through in order to provide great options to their clients.

However, despite hours of locating and preparing the found talent for a project, there were many times the subsequent client feedback would be “it’s just not working for us,” and Alejandro’s team would have to start all over again. This resulted in too much time being spent on sourcing viable talent, which caused delays on project completions.

Before Voices, with the demand for quality talent increasing every day and the number of incoming client projects rising up alongside, the studio could only handle 1 or 2 projects a day, which greatly impacted operations.

The Solution

Fast forward to today, and David Studio Colombia can work on up to 5 projects a day – with the same team size – with Voices doing 80% of the administrative work.

Voices helped the studio to overcome all the obstacles they were facing. From the creative process of pre-selecting the talent, through the legal complexities required by each country where the production will be aired, to payment and talent verification required by different content laws, Voices brought efficiency to Alejandro and his team.

Projects for regions of Central America and the Caribbean, as well as the Andean region of Latin America are getting completed for such brands as Coca-Cola, which includes projects for Fanta, Powerade and Sprite. The projects are 95% broadcast – for TV, radio, and digital and web – and 5% internal for campaign pitches. There are also pitch projects for other brands Ogilvy & Mather Colombia handle, as well as festival submission pieces that go to the Cannes Lions International Festival of Creativity, and other prestigious awards programs.

Everything Alejandro and Voices do together is localized to the specific markets in the region, with sometimes the same commercial getting completed in 3 different accents with 3 different talent or group of talent.

One of the projects Voices has been tapped to support for David Studio Colombia S.A.S.’s work for Ogilvy & Mather is the Coca-Cola commercial, “Fútbol.” It was part of a regional campaign that showcased Latin America’s passion for the game of fútbol for Centennial Copa America 2016:

The voice to this version, meant for Costa Rica and Central America, belongs to Johanny Hernandez Ramirez, a Premium Costa Rican Voices talent who has also done work for Mattel. The Panama version was voiced by another Premium talent, Joel Vasquez.

Powerade’s “The Power of Blue Blood” was a global campaign that aired around the same time as the 2016 Rio Olympics

The English version of the commercial was done by Canadian Platinum talent Ross Huguet, who has also done work for Fox, Animal Planet, and Conde Nast, to name just a few. The Costa Rican version of the same ad was voiced by Juan Carlos Ugalde, and the Panamá version done by Mauricio Ah Chu.

“Big News” for Fanta was a regional campaign for the launch of new Fanta 2.0

The Fanta commercial was localized for the Dominican Republic, Honduras, Guatemala, El Salvador, Colombia, and Ecuador by voice talent including US-based Mauricio Perez, Gonazalo Pelcastre in Mexico, and Phillipe Legenda, from Panamá.

The ads for Sprite each have more than 1.5 million views. Both spots were voices by Mauricio Melendez:

BornToRfresh video:

Voices has been a partner for 197 projects over 2 years, completely integrating in all of the studio’s key processes.

By connecting with Voices, David Studio Colombia S.A.S. was able to decrease delivery times by up to 30%, due to the speed of choosing the talent through Voices’s system. The costs, in some cases, were reduced by up to 25%. The most important variable – quality – did not get reduced.

The team in Colombia also now no longer needs to be responsible for sourcing or educating talent, or spending hours prepping their finds for the mic.

Voices’s ability to be a complete solution that integrates flawlessly with client processes has helped Alejandro and his colleagues achieve their own organizational objectives.