coke zero unlock 007_imc class

WELCOME TO OUR

PRESENTATIONCOCA COLA – COKE ZERO – UNBLOCK 007

GROUP MEMBERS

Nguyen Phuong TrangNguyen Ngoc Phat

Kim Tran Phuc HanhLe Thi Huynh Phuong

Quach Ai VyShahab Shiri

I/ Situation analysis

II/ IMC objectives

III/ IMC implementation

IV/ Performance evaluation

CONTENT

I. SITUATION ANALYSIS

A. HEADLINES OF INDUSTRY OVERVIEW

B. BRAND/ PRODUCT OVERVIEW

1. TARGET MARKET

PSYCHOGRAPHIC The main target market is athletic or energetic youth and health consciousness

Sang trọng

GEOGRAPHICIn everywhere you can

own the Coke Zero in every region of your country or even the

world

Mong muốn đưa sản phẩm tai nghe Plantronics đến gần hơi với khách hàng tại thị trường công nghệ Việt Nam

BEHAVIOURAL Advertising has been tailored to its targeted market by describing the drink as "calorie-free" rather than "diet", since young adult males are said to associate diet drinks with women.

DEMOGRAPHIC Coke Zero specifically tailored to towards young adult males. The targeted market described the drink as “ caloriefree” rather than diet so that Cocacola emphasized different flavors and sizes of product as needed by the customers.

2. POSITIONING

• Coca is thus willing to keep the same core product which is coke, but it adapts the offer to local needs.

• Using strategic positioning in order to have the same image all around the world.

• Coca Cola has been successful by using Unique Selling preposition as “ Live the coke side of life”.

II.IMC OBJECTIVES1. SWOT ANALYSIS

• Having Coca-Cola Company as a main brand.

• Good looking packaging

• A soft-drink, which is widely known as unhealthy

• With lots of sugar.

• Having a great advertisement & marketing campaign.

• Other companies inventing new products which are healthier & more innovative than Coke Zero Sugar.

Strengths: Weaknesses:

OpportunitiesThreats

2. MARKETING OBJECTIVES

Gain strong emotion coverage in experiential campaign than depend fully on social media

Achieve high reach, enjoyment, engagement on Youtube and some kind of social media

Create excited and positive “word of mouth”

Raise awareness for James Bond “Sky fall” and drive “brand love” with strong and relevant central campaign idea “Coke Zero drives you to unlock the 007 in you”

IMC objectives: 

Action

Desire

Conviction

Comprehension

Awareness

3. IMC OBJECTIVES

AWARENESS• The communicator’s task is to build awareness

between Coke Zero name recognition and James Bond lasted movie

• With simple messages “Unlock the 007 in you” repeating product name.

• The target audience primarily marketed towards young adult males (The Millennial) from 16 to 30 of age group.

COMPREHENSION• The feelings of consumers associated with brand

should be analysed through the experiential campaign“70 seconds made the dash” and also on social media tools.

• We must try to build consumer preference by the available of Coke zero vendor machines that can bring joy, value, connection with the community.

CONVICTION• A James bond series movie is the popular film for

those who love action scenes and daring to achieve the success, mainly symbolic for men

• The value of brand can bring from the Coke zero vendor machine to deliver the message that anybody can be James Bond hero when you purchased Coke Zero.

DESIRE• The desire to challenge yourself to win the tickets on

the other side of Antwerp central station filled with many obstacles that help Coca-Cola engage target audiences.

ACTION• People do something related to the product such as

share their feelings to social media, visit a store or vendor machine to own a Coke Zero for them.

IMC PLAN WOULD FOCUS ON THREE MAIN THINGS

• Creating general brand awareness• Taking products to preference level • Increase sales through Coke Zero vendor machines

and others.

III. IMC IMPLEMENTATION

• No target a specific segment.

• Trying to target health-conscious consumers.

• Age: 12-30 years oldFans of James Bond series.

1. TARGET AUDIENCE

GEOGRAPHI

C

Antwerp Central station in Belgium.

DEMOGRAPHIC

Launched on Youtube Oct 18, 2012.“Want a chance to win exclusive tickets to Skyfall?” - 70 second challenge to race through obstacles to platform 6.

PSYCHOGRAPHIC

Film: Act like James Bond. (men)Brand: Trying to prove it's positive products.

BEHAVI

OURAL

Drink numerous cans per daySemi-aware of calorie consumption

2. RELATIONSHIP OF TARGET AUDIENCE AND TARGET

MARKET

Device/ activity Baby boomer (46-65)

Gen X (31-45)

The Millennial (16-30)

  Time spent daily (hours) Mobile 1.2 1.7 3.1

Media consumption --TV 3.4 2.2 1.9

--Radio 0.7 0.5 0.4 Newspapers &

magazines 0.2 0.1 0.1

Watching video and TV online

1.3 1.8 2.7

Social media usage 1.1 1.4 2.3

3. TARGET AUDIENCE MEDIA HABIT

• Young target audience loves media exposure.

• Mobile GENERATION & social media is part of daily life.

• Connected people; they like innovations, they like being surprised.

SOME MEDIA HABITS WHICH ARE

GIVEN AS FOLLOW

4. COMUNICATION MESSAGE

• Film has been one of the most effective medium which can deliver ads to broad audiences.

• To get users to interact with the brand• To entertain the real consumers

KEY CONSUMER INSIGHT

MESSAGE OBJECTIVE

MESSAGE AND DESIGN EXECUTION

• Connect Coke Zero with the lasted popular secret agent James Bond was the approach that their brand kicking off with a short viral ad using the Bond soundtrack, the campaign developed by Duval Guillaume Modem.

5. CREATIVE IMPLICATION

6. THEMES

• Earlier in July this year, Coca-Cola extended its partnership with James Bond by featuring a new campaign called ‘Unlock The 007 In You’ where it released a new ad as well as a limited edition packaging for all the fans of the 007 brand.

7. TONE AND MOOD

TONE• To make consumers believe that they have 007

aspiration in themselves & Coke gave them a chance to unlock it

• The melody of the film's soundtrack evoke in every consumer when the joined the experimental event.

• The right amount of humor and action attributed the success of the video to tone and story told “Unlock the 007 in you”

MOOD

Extremely positive response •70 people attempted the mission•A video showing the successful attempts immediately went viral with 5.3 million views and 44,692 likes in just 7 days•Widespread positive coverage on blogs and social media.

Touch into men’s desire to be James

Bond •The campaign center on a strong insight •Brings the desire to life

Experience matters more

than free tickets •Indeed, everyone noted that they would love to participate not for the chance to win free tickets (only € 8-10 each)•But to experience the thrill of being a secret agent, if only for 70 seconds.

8. MEDIA MIX (CHOSEN TOOLS)• The promotional support will focus on the lasted movie

of James Bond “Skyfall”. No wonder that the most famous action film 007 and the world famous Coca-cola made collaboration in advertising themselves, as both of them are famous and popular brands.

• The introduction of campaign beginning in early October 2012, Coke zero Facebook

• Fanpage and Twitter released the forthcoming event with the concept of “Unlock the 007 in you prior to the release of the movie 007 Skyfall.

• The followers ready to jump onto their social networks and shout to their friends about the viral teaser. Throughout the campaign provided people chances to become action movie star, utilizing sort of game format, the promotion made it possible to encourage target audiences to engage in the promotion.

• The whole process of the experimental campaign was filmed on 5th of October, edited, and released through Youtube.

9. CAMPAIGN TIMELINE

Number Tools Total postsTVC - Introduce Coke Zero and James Bond icons 1 Youtube Published on 26th

September, 2012 -This new commercial showcases the exciting

partnership between Coca-Cola Zero and SKYFALL

SOCIAL MEDIA2 Twitter Skyfall promoting campaign began 12

months before the Skyfall trailer was released.

Coke Zero Twitter account announced the upcoming event

The hashtag #unlock007 appeared on every posts and comments

Number Tools Total posts

3 Facebook fanpage Announced the upcoming event

4 Youtube 18th October, 2012 the viral video clip

was released

EXPERIMENTAL CAMPAIGN 5 Billboards, vending machines,

event Share the

communication message on the day making a campaign

10. MERCHANDISE

• Limited-edition bottle• Given to every participant• During the Coke ZERO 007

campaign

11. CONSUMER DECISION JOURNEY

THE STEPSSTEP 1 •Evaluation of all different brands (e.g. Pepsi, Coca-Cola & Lipton)

STEP 2 •Narrow down evaluation list (e.g. Customer decides they do not want Lipton)

STEP 3 •Moment of purchase: customer finally decides (e.g. to buy Coca-Cola)

STEP 4: •Post-purchase phase: either positive or negative (e.g. did the consumer have a great feeling when drinking COKE ZERO?)

IV. PERFORMANCE

EVALUATION• Video won Mashable Top 100

award• Very successful on Youtube

• 7M views• 98% like/dislike ratio• Lot of likes: 832.000

sharesAlternative way of evaluation: attendance of event, surveys, did people like it?