CWI Repeats Success in Kapo Promotion

CWI, known for its Strategic Software Engineering that drives results, recently participated in the end-to-end construction of another promotion for Coca-Cola and its well-known juice box brand, Kapo.

This was not the first time that CWI collaborated with the brand on this type of initiative. The first one was in 2021, with a slightly different thematic approach. In 2024, the promotion was especially aimed at children’s parents, as they are the ones who usually purchase school supplies for their children.

The main objective was to take advantage of the back-to-school period and encourage them to purchase Kapo items. When purchasing three participating products, consumers needed to register their invoices on the promotion website to compete for weekly and final prizes. They would also have the chance to win a prize of R$300,00 instantly.

On a yellow background there is a graphic illustration of an apple. Next to it are five packages of Kapo juices and a notebook displaying on the screen the landing page for the Kapo

Tailor-made project

CWI created a standard model for promotions, developed over six years of partnership with Coca-Cola. It serves as a kind of skeleton for promotions. This technical structure is generally adjusted and refined to suit the particularities and dynamics of each promotion, such as age restrictions, specifications, and the introduction of “accelerators” when necessary.

The “accelerator” refers to a mechanism that allows participants to increase their chances of winning a promotion. This can be done in several ways, depending on the specific actions the participant takes.

From this base it is possible to improve and adapt the premises and rules of other promotions, always seeking continuous evolution. Even though it is a project with a beginning, middle, and end, the structure and architecture are made in product format due to this constant improvement.

CWI’s participation in this project involved adapting and evolving the technical structure of promotions, maintaining a solid foundation, and adjusting it according to the client’s specific needs, without accelerators. In this Kapo promotion, the greatest complexity was understanding the regulations and the customer’s needs for the page.

Challenges

Typically, preparing for a promotion requires a period of at least three months. However, in this case, the deadline was cut in half. The challenge of completing all the steps in a month and a half required the team to be even more precise in its execution, in addition to assertive control of the project.

There were two types of prizes: the ones distributed instantly, and the ones distributed by draw. The combination of these types added an extra complexity because the same participation allowed the consumer to be eligible for both, as provided for in the regulations.

Traditional Scrum practices and other methodologies were adopted and rigorously followed. Communication was continuously aligned, especially due to remote work, and all team members actively participated, contributing their skills to tasks that varied from the simplest to the most complex.

On an orange background there is a graphic illustration of a flower on a bicycle. The bicycle wheels are orange slices.

Differential

CWI used a proactive approach, working closely with the Kapo promotion team and actively listening to their concerns. One of the critical aspects was the review of the regulation.

The team thoroughly reviewed the document to identify and correct possible loopholes. In addition, they carried out multiple tests to simulate various situations that participants could face, aiming to avoid registration errors and other failures. This stance helped to avoid possible setbacks that could harm the customer experience and the brand’s reputation.

The solution

Software Engineering and Design collaborated to create a functional, stable, and aesthetically pleasing solution for the campaign page.
Using a Key Visual (KV) as a reference, the designers structured the landing page layout and all promotion steps in Figma, following the client’s visual guidelines. This study was crucial to visually represent the essence of the campaign, making each step easier to understand.
During development, the CWI design team actively participated in designing the best solutions, considering Coca-Cola’s limitations and needs. This highlights the importance of UX Design and UX Writing, to meet customer expectations and provide an excellent user experience.
CWI’s Marketing department developed visual materials for the Kapo promotion and worked intensively on the content, ensuring that the entire project used the same language. This effort included a discovery phase for immersion in the existing campaign, using various previously produced materials. This process involved the recognition and assimilation of the communication style used.
The technical team built the system’s robust and scalable infrastructure on the front end and back end.
The front end consisted of using the designs created in Figma to transform them into web pages. The back-end part involved all the logical processing behind the interface, ensuring the correct functioning of the website’s functionalities.
The user needed to click on an animation of a lunch box for it to open. By doing this, there was the possibility of winning 300 reais instantly. Furthermore, additional interactions were developed, such as games.

On a purple background there is a graphic illustration of a smartphone. On its screen there is an image of the landing page for the Kapo

Expertise in developing platforms for promotions

With extensive experience in developing promotional platforms for Coca-Cola, CWI stands out for its deep understanding of customer needs and delivery of end-to-end customized solutions. This expertise consolidates it as a reliable partner for the brand, boosting the success of its promotions.

CWI focuses on software excellence, conducting rigorous testing to ensure quality in all projects.
a qualidade em todos os projetos.

In the image there is a woman and a man sitting next to each other in front of a computer and a notebook.

Our commitment is to always offer the ideal solution to avoid any setback for Coca-Cola. I believe this is one of the main values we add. We deliver precisely what they need, within the stipulated deadline and with the quality they deserve.

Sérgio Monteiro Novaes
Business Analyst – CWI Software

In this context, the benefits of collaboration between CWI and Coca-cola are visible. CWI’s experience in major promotions highlights its expertise in large-scale marketing campaigns. This lasting partnership reflects the mutual trust between the companies and the consistent results achieved over time.

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