#ShareaCoke Campaign Communication Review

Table of Content1. Category overview2. Campaign overview3. Evaluation & Implication

Category Overview

#14 Population

Fastfood & Shopping malls

LifestyleChanges

TropicalClimate

Healthy trend

~ 2451 mil L~170,811 bil VND

+ 5.48% ⇑

~ 2083 mil L~80,710 bil VND + 19.35% ⇑

The TPPTax

25.5% 22.7%

10.5 %

13.3 %

3.4 %

OTHERS24.7%

Segmentation

36%

40%

20%

Category OverviewDistribution

Category OverviewCompetitors Campaigns“Cứ là mình” Coca-Cola 07/2014

07/2014Everyday Lively Suntory Pepsi

Up cùng hải sản“Nào ta cùng Up Việt Nam”365 DABAND Dạ tiệc hs VT

2014 Suntory Pepsi

Trải nghiệm cảm giác bay“Uống cho ngày thêm nhẹ”

2014 Suntory Pepsi Digital, TVC, Apps

Digital, TVC, Event , PR

Digital, TVC, OOH

Thử thách tâng lon cùng Messi Pepsi khoác màu áo mới

05-09/201409-10/2014

Suntory Pepsi Activation, Digital, PR, Viral Clip

“Vui Fanta hè thật đã ” 07/2014 Coca-Cola Digital

Digital, PR, Viral clip - KOL Carik

Campaign Overview

❖ Brand: Coca-Cola❖ Campaign name: Share a Coke

(Vietnamese name: Trao Coca-Cola, kết nối bạn bè) ❖ Campaign objectives:

➢ Raise awareness

➢ Increase consumption of Coca-Cola over the

summer period

➢ Encourage people to talk positively about Coca-

Cola

Target Audience

❖ Teenagers & Young Adults(15 -24)

❖ Hyper-connected ❖ Fear of missing out ❖ Trend-seeking❖ Love self-expression

PHASE 1 PHASE 2 PHASE 3

01/06 01/07 11/07 11/08

Campaign message: Share a Coke with friends and family to connect and open happiness

TVC❖ Key message:

➢ Give Coke for ultimate family fun (Trao Coca-Cola, cả nhà vui thả ga) - June 1

➢ Share a Coke, connecting friends (Trao Coca-Cola, kết nối bạn bè) - June 6

➢ Launch 50 new labels(Thêm 50 nhãn mới) - July 6

❖ Execution: on air on famous TV channels

Viral clip❖ Key message: Share a Coke with

people who silently make your life better as an appreciation for their contribution

❖ Execution: Published on social media (Facebook, Youtube) as another way to introduce new labels - character traits

Activation (1)❖ Key message: Share a Coke, connecting

friends (Trao Coca-Cola, kết nối bạn bè)❖ Execution: 130,000 cans given in

HCMC and Ha Noi - June 9

Activation (2)❖ Key message: Share a Coke,

connecting friends (Trao Coca-Cola, kết nối bạn bè)

❖ Execution: Buy 35000 vnd of Coke, get 1 free customized can.

PR❖ Key message: Update new hot

trend and campaign activities❖ Execution:

➢ Coke trend - teen and young adults online news

➢ Campaign activities - prestigious news websites

FacebookKey message: Share a Coke, with hashtag #xomtu

Execution:

- KOLs and agencies talked about “Share a Coke”

- Encourage consumers to showcase their personalized Coke

- Facebook App

Evaluation & Implication

Evaluation❖ Attention grabbing:

➢ 2nd searched-for keyword➢ generate lots of fan-made contents

❖ Brand fit: ➢ Personalization ➢ Giving chance to share

❖ Change:➢ Lift top-of-mind brand awareness➢ Buy more Coke

❖ Campaign-able:➢ Most channels, primarily activation and Facebook

:)

Implication❖ Continue the personalization trend❖ Emphasize ‘mental health’ to combat other

healthy products❖ Raise awareness of Coca-Cola Light and Coca-

Cola Zero

#ThankYou

#APPENDIX

❖ Campaign message: Share a Coke with friends and family to open happiness

❖ Campaign duration: June - August, 2014❖ How the campaign rolled out:

CHANNELS HYPE UP EXCITEMENT AMPLIFICATION

TVC ✓ ✓ ✓

Viral Clip ✓ ✓

Print Ad? ✓? ✓?

OOH

PR ✓ ✓ ✓

Activation ✓ ✓ ✓?

Website ✓ ✓ ✓

Facebook ✓ ✓ ✓

Objective: Let people know what is happening.Platform: 2 TVC, Activation, PR, FacebookTiming: June 1 to July 2

Phase 1: Bring Happiness

Objective: Increase sales & reachPlatform: YouTube, TVC, ActivationTiming: July 3 - July 10

Phase 2:Double Happiness

Objective: Satisfy social sharing needs (suy nghi them)Platform: Mobile App, Activation, FacebookTiming: July 11 - August 11

Phase 3:Spread happiness

TVC Storyboard 1

TVC Storyboard 2

Viral Video Storyboard

Viral Video Storyboard

Print Ad???❖ Key message:

➢ Share a Coke, connecting friends (Trao Coca-Cola, kết nối bạn bè)

➢ Give Coke for ultimate family fun (Trao Coca-Cola, cả nhà vui thả ga)

❖ Execution: