Christmas 360° Activation Shopper Marketing Collaboration between Coca-Cola HBC Ireland & Tesco Ireland

Overview Shopper Marketing Objectives

360° Christmas Campaign Activation Overview

Joint Value Creation – Tesco & Coca-Cola HBC Collaboration

Communications Strategy – Pre-Event, Event & Post Event

Concept to Activation

Results

Top Tip

Shopper Marketing Objectives

Make Shopper Engagement the central focus of every aspect of

the campaign.

Create a unique shopper activation for Tesco

Build a communications strategy to generate awareness, create

momentum to amplify & deliver longevity to the campaign.

Execute a fully integrated 360°campaign using all Tesco platforms, e.g.

ATL, Experiential Marketing, WOW displays & POS activation, Strong

Promotional Programme, Merchandising, E-retailing, Tesco

Magazines, Shopper Media, Social Media & Sampling.

Drive footfall, shopper engagement, festive theatre & ultimately sales in

Tesco stores nationwide

Consumer Christmas Communications

Digital: Make a WishOOH & Shopper Media

In-Store: Santa + Bow

An Old-Favourite TVC: Holidays Are Coming

heralds the official start of

Christmas!

Followed by Make

Someone Happy TVC:

Inspiring us to

MAKE OTHERS

HAPPY

Packaging

360°Christmas Campaign Activation

Joint Value CreationStrategic Customer Collaboration to drive shopper engagement, Household Penetration & Frequency of purchase of

Coke brands and to develop CCH & Tesco relationship.

Leverage strength of Coke at Christmas in Tesco via exclusive Coca-Cola Truck Tour Event, exclusive Augmented Reality Experiential Activation, In-store & On-line Activation supported by fully integrated communications programme.

COKE:Digital & Social: Cokezone.ie & Coke Facebook PostsTesco.ie E-Retailing Display AdsPR: Press Releases, Radio Interviews

TESCO:ATL: National & Regional Radio SpotsATL: Sunday National Press, Tesco Shopper Magazine Advertising (Living & Fresh Value)Digital and Social: Tesco.ie, Tesco Facebook, Twitter PR: Press Releases

TRUCK TOUR EVENT - CAR PARKCOKE OUTDOOR DELIVERABLES:Coca-Cola Trucks with with Dublin Gospel Choir, Souvenir Photo Opportunities, Sampling, Snow Machine & Pass the Parcel Festive Fun!TESCO OUTDOOR DELIVERABLES:Mini Christmas Market with Hot Chocolate & Alcohol-free mulled wine sampling with festive treats for all the family;Live Reindeer Petting Zoo & Santa Appearance.COKE IN-STORE:Coke: Augmented Reality Experiential Event with Souvenir photo of ‘digital’ Coke Santa (purchase-linked);Exclusive Displays: WoW Reboard Trucks (avg 5 pallets stock), Rooftop Displays, DRR Pallet Displays, Lead End, Aisle Activation, Satellite Displays & E-retailing driven by strong promotional programme

OBJECTIVE

STRATEGY

TACTICS

DEMAND CREATION DEMAND DELIVERY

360°Christmas Campaign Activation

Coca-Cola Truck Tesco Tour 2014

Augmented Reality

Experiential

A 3 Phase Approach

INVITE PHASE

CREATING AWARENESSOF THE CAMPAIGN

INVITING CONSUMERSTO PARTICIPATE

ENGAGE PHASE

ACTIVATING THE CAMPAIGNON THE GROUND

HARVESTING CONTENT

AMPLIFY PHASE

USING CAMPAIGN CONTENT TO AMPLIFY AND EXTEND

THE CAMPAIGN TO A BROADER AUDIENCE EG. ON SOCIAL

INVITECoca-Cola Christmas at Tesco Pre-Event Awareness

RADIO AD 1NATIONAL ANNOUNCING TOUR

RADIO AD 2REGIONAL ANNOUNCING LOCATIONS

Tesco Press Advertising

Tesco Facebook

Tesco Twitter

Tesco.ie Activation

TESCO DUNDALK3,000 Visitors

TESCO CLAREHALL3,400 Visitors

TESCO WEXFORD4,800 Visitors

TESCO WILTON4,300 Visitors

TESCO COONAGH5,000 Visitors

TESCO MAYNOOTH3,900 Visitors

Coca-Cola Truck Tesco Tour 2014

Augmented Reality: Concept To Activation

20 STORES

Activated

Social Media Reaction

Tesco POS Activation

Tesco.ie E-Retailing Activation

RESULTS Double digit sales increase in Coca-Cola’s portfolio vs PY;

11% growth ahead of the sparkling soft drinks category in the market;

2-3% increase in sales in Truck Tour stores across all categories;

16% engagement rate for Coca Cola-related posts on social media;

Achieved truly collaborative team work and delivered Joint Value.

TOP TIPS 1. Keep Shopper Engagement front of

mind at all times in building each aspect of the activation.

2. Use every appropriate platform within the retailer’s arsenal to communicate

and amplify the activation. 3. Build a strong, cross-functional team

across both the retailer and supplier teams for optimum collaboration.

Customer LeadershipTesco at Christmas

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