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2. What do we know about the product? Its the most popular beverage worldwide & we love it What we dont know about the product It was invented for stimulant and headache remedy The production of Coca Cola is equal to the production of water at Niagara Falls (about 1.5 million liters per second) In many countries it is served warm (like coffee) It contained cocaine until 1905, which was used legally (late 19th-early 20th cent.) as an analgesic drug - the first use of Coca Cola was pharmacy. In the early 20th century cocaine was replaced by caffeine. Use Coca Cola when you cook and the meat will be tender and juicy. More than 15.000 Coca Cola are consumed worldwide every second The words OK and Coke/Coca Cola are the two most recognized terms in the world 3. The Campaign Reasons to believe Launched December 2011 Open Happiness Campaign To celebrate 125 years of Coca Cola Based on research conducted in 2010 on the world situation When ? Why ? How ? http://youtu.be/9dHOzw5KSlE 4. Previous Campaigns 2007 Little drops of joy 2009 Open happiness 2011 The Brrr campaign 2011 Do diye zyaada jalaoo (Diwali) Dec 2011 Reason to Believe Coca Cola has tried to create an association of the product with happiness & positive thinking. 5. Some of the reasons.. 6. I'm free to be whatever I whatever i choose and i'll sing the blues if i want I'm free to say whatever i whatever i like if it's wrong or right it's alright Always seems to me you only see what people want you to see how long's it gonna be before we get on the bus and cause no fuss get a grip on yourself it don't cost much Free to be whatever you whatever you say if it comes my way it's alright You're free to be wherever you wherever you please you can shoot the breeze if you want Here in my mind you know you might find something that you you thought you once knew but now it's all gone and you know it's no fun yeah i know it's no fun oh i know it's no fun I'm free to be whatever i whatever i choose and i'll sing the blues if i want I'm free to be whatever i whatever i choose and i'll sing the blues if i want Whatever you do whatever you say yeah i know it's alright Whatever you do whatever you say yeah i know it's alright! It always seems to me you only see what people want you to see how long's it gonna be before we get on the bus and cause no fuss get a grip on yourself it don't cost much I'm free to be whatever i whatever i choose and i'll sing the blues if i want COCA COLA SONG- Lyrics 7. The Sender One of the pioneers in soft drink industry Speaks through a song Speaks through young children Aimed to rise the corporate brand image of the company 8. People of all ages! The Receiver 9. 1. It is SIMPLE Rural life, everyday moments and simple text make the ad easy for everyone to understand and communicate the little things and reasons that make us happy. Coca Cola with a simple way sells smile and good mood. 2. It is POSITIVE The ad speaks through kids. They symbolize the future, the hope, the change and they always inspire optimism. The catchy music and the emotional lyrics create a positive feeling for the viewer and encourage positive action. 3. It is CONTRASTING The ad exhibit both sides of live. Bad things and moments vs. Good ones: the good always win. A single problem is followed by hundred good news. 4. It is INDIRECT The company does not force the viewer to buy its product- instead, it tries to create a contact between product and costumer. Ad Analysis 10. We all search happiness in life. A Coke is an invitation of happiness! The message means 11. Brand Promise: Happiness Positive Confident Inspiring Motivating Contact between product costumer Original Social character YES NO Unrealistic Some statistics confuse the viewers Always remains an unhealthy product 12. Reasons to Believe by TMT7 13. Reason to believe is a great ad which with a simple yet inspiring way has achieved to be loved by million of viewers. Make an afford to create something as good as the ad Reasons to Believe was a challenge for us, the members of TMT7 group. Thats why we chose it! Without challenge life loses its charm! What we changed? We decided to take a social ad and make it more funny, Greek, with more realistic scenes and friendship on spotlight. In addition, we quash the contrast showing only the good moments of life. The ad becomes more clear and easy to follow. 14. 3. More Realistic We use more realistic situations and moments so that everyone can be involved and effected by the commercial. Students life, a group of friend, in the classroom, in the metro etc. 15. 1. More Friendship We highlight friendship and everyday moments of young people. What is more authentic than a hug or a pizza night?! 16. 2. More Funny Reasons to Believe shows the social side when we choose to point out the funny one. 17. 2. More Greek Greek song, Greek letters an Greek style! Greek behavior, mentality and Greek hangouts! Coca Cola always with us! 18. .is always with us! In the center of Athens, in the classroom, in metro, at work, at home! Everywhere and always make us happy! We do not search the emotional influence that a social problem creates, but we try to make the viewer identify with the scenes! If he does not drink Coca-Cola he should add Coca Cola in his life and he will learn how the ordinary becomes extraordinary! If he already loves it he already knows! 19. TMT7 Who are we? 20. Music Director & Montage Actress Producer & Camera Man Actress Power Point Project Operator Music Operator Actress - Special Guests: , , , , , , , ,