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HEATWAVE
A Presentation by SquareNovember 23, 2010
The Brief
Create a concept for a Summer Activity covering big cities in Vietnam
-Targetting Teenagers aged 14-19 years old- Theme must be related to appreciation of Music
-Will attract 10K Pax Attendees
The event must be/have:Music Experience
Refreshing Lift Teens Up
Initial Ideas from Client:CampingFestival
Fair
Everyone knows that summer is the best time of the year!
No school.Full Day of Playing and Dancing in the street
The Fresh Summer Flowers & Fruits.The warm sounds of the Summer Wind
The textured smell of sea salt water.
It’s a perfect time to quench the thirst & experience the refreshing
benefit of COKE.
HEATWAVEHeatwave is a campaign encouraging all teens to make strides in creating, sharing and appreciating refreshing music reflective of
youth and summer fun.
The campaign motivates people to enjoy summer and take an active role in taking a more refreshing outlook while enjoying the
refreshing benefits of COKE.
This coming summer, Coke will engage and challenge the youth in reminding that Coke is the perfect companion to lift
them up, refreshing them physically and emotionally.
The campaign, entitled Heatwave, will be about owning the summer season, and introducing new ways to enjoy life
and music through summer’s exciting visuals amd activities. The ff. thrusts will be communicated as well:
- Summer = Fun = Coke- Coke supports Vietnam Music and in helping Teens
blossom to their highest music potential.
WELCOME to the Coolest and Hottest Event of Summer!
Heatwave Camp
Main Event
Music Appreciation and Education for young
people. Plus Live Concert featuring hottest
performers in town and overseas. All Under the
SUN.
YouTunes CIty
Foster an appreciation community for new
music wave and Coke lovers.
Digital Maximization
City Art Pop UP
Ambiant and Activation
Bring the summer sand and wave to the city.Publicize campaign, main event and the brand and excite them
about summer
Heatwave Funky
Crown Promo
Consumer Promo
Enjoy summer’s heatwave and reinforce the need to buy and drink coke and
win prizes in the process.
The campaign will be introduced through a
citywide merchandising and installation
announcing the start of summer days in
Vietnam.
On Ground Maximization
HEATWAVECity ART POP-UP
STREETS
1) Street Merchandising on major thoroughfares
2) Street Musicians & Artists
PARTNER ESTABLISHMENTS
1) HEATWAVE Table Tops2) Posters3) Decorative Mobiles
MALLS & POS
1) Coke Heatwave REFRESH LOUNGE2) Beach Caricature & Photo Booth3) Posters4) music jukebox
HEATWAVE City ART POP UP
Beach pop-up visuals will be installed in main thoroughfares to provide ambient advertising and
invite targets and the public.
Dong Khoi Halong Street Tran Phu Street
Heatwave City ART POP UP
Heatwave Refresh Pop-up Lounges will be installed in major malls and parks in the city. Lounge will provide coke beverage, premium items for sale, computer terminals for website access and free wifi for everyone.
Coke Beverage For Sale
Branded Premium Items
Computer Terminals
Free WIFI
Summer Music
Street artists and photo pop-up booths will be situated around the city to do souvenir henna
tattoo and caricature portraits in a beach setting.
Heatwave ART
Lift Teens UP!
Your friendly Summer Music NeighborhoodYoutunes will serve as a channel for young people to develop and showcase their musical talents through collaborative work with
fellow artists, art lovers and performers.
Youtunes is a movement encouraging teens to
express themselves through music. It aims to foster
refreshing collaboration and celebration of different
forms and expression of musical artistry into a level
of greater heights never been heard or seen before .
As most of the TEENS are connected online, a digital maximization will be implemented to engage the pubic and solicit entries for
Coke Music Camp .
YouTunes CITY
Talent Wave - Unveil Your Hottest Musical Best
Users can team up with their fellow music lovers and share mp3 and videos of vocal
prowess, dance dynamics and musical creations for others to like, feedback and
comment.300 entries will be chosen to participate in the
COke Heatwave Summer Camp in each city.
Hot SUMMER WAVE Planet
Games, Apps and downloadable wallpapers, coke music, stickers,coke art and other contents for people to
use and share with friends.Optional: Heatwave Coke Radio
HelloTunes YouPODS
where users can create, share, copy and enjoy music created by
fellow music lovers.
HEATWAVEThe COKE COVE 1
Teens will be invited to gather in a modern architecture design by the beach shore. Design Inspiration comes from Sydney Opera House. The patterns represent the sun rays which represent what the objective of the main event. We want to depict the different layers of talent and artistry innate in Vietnamese teens.
We want to create an impressive landmark where we can project brand images of Coke, Vietnam and the event and a sturcture that will stand out against the background of
the calm Vietnam shores.
Lift Teens UP!
HEATWAVEThe COKE COVE 2
The panels will be decorated with COKE branding and HEATWAVE designs - 360.
Lift Teens UP!
Coke shaped enclosure will be the main event location near the beach.Giant coke towers will accentuate the Camp Entrance.
HEATWAVEFloor Plan
HEATWAVEMusic Camp
Music Camp will be have a 2-day filled with activities dedicated to promote promising music talents (Music Camp ) and provide refreshing entertainment for Coke aficionados/spectators (Live Concert). Coke Beverage Stations and Sponsor Booths will be spread around the Camp.
Do-Re-Mi CenterInteractive Area for
Learning / education for and basics of music
(songwriting, singing, dance)
World Music Heritage + Vietnamese Heritage +Emerging Mucis Genre Basics Vocals Basics
LectureDance
DynamicsMusic
Writing
Recital Concert w/ Popular Celebrities
Chart HutsKaraoke Haven
Contemporary Music for Hitlist Lovers to
listen.
Top 300!exhibit of camper’s
work, interactive website, bluetooth
stations
Summer CatwalkTunes
Hot Dudes and Babes, Fashion &
Music
Sweat Wild Sports and Music Area
Fun, Sports and Music
WAVE Ripple Effect
Photobooths and souvenir photo
stations.
Da
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on
g A
cti
viti
es
Lift Teens UP!
SUN BEACH ♥♥♥ COKE in Bali!
HEATWAVEThe COKE FUNKY CROWN PROMO
Collect specially labelled coca cola bottle crowns :
in exchange of premium items at Coke Refresh Pop-Up Lounges
in exchange of entrance to camp
INSTANT PRIZES and SUN BEACH ♥♥♥ COKE in BALI/PHUKET/ PHU QUOC
“Everybody knows that you need nothing if you have the SUN, BEACH and COKE”
HEATWAVEMusic Concert
The Music Camp will culminate in a live concert filling the venue with vibrant youth energy and refreshing music from both local and international music and dance artists. Select Coke Music Campers will perform with the guests.
Jabbawockeez
Kaba Modern
Lee Hyori
Taeyoung
2PM
Wonder Girls
1. Raffles College.• Fashion design department:
Summer Catwalk Tunes. Besides that, we also have educational consultants to help teenagers orient their future career.
2. Nivea Vietnam.• Because of outdoor
activities under the sun, they might need sun block lotion.
3. Samsung mobile.• One of the activities in the
Camp will be using Samsung mobile phone to support for Chart Huts Karaoke Heaven. It’s like using new Samsung Wave to record a song and share it to everyone.
4. Mobilefone.• Mobilefone has a call package
called “Q-Teen” which dedicated for teenagers. “Q-Teen” has lots of interesting preferences.
100 SMS(internal network)/day with only 3000 VND
640 VND/minute(internal call) within Happy hours
Free 15MB/month using Mobile Internet.
Corporate Partners
HEATWAVESummary
Awareness & Recogntion of
Teens Gifts
1Expression and empowerment
2Recogntion + Advocacy and
Sharing to benefit others
3
Launch of Youtunes
City Art Pop-Up
Funky Crown Promo
Coke Cove - Camp and Concert
Street Merchandising
Street Artists
Coke Refresh Lounge
Call of Entries
Instant Prizes
Music Camp
Engagement Announcement of Promo Winners