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COCA COLA
SPOT CAMPAIGN
KAZAKHSTAN 2013
WE WANTED TO REIGNITE
THE BRAND LOVE OF COCA COLA AMONG TEENAGERS
WHAT IS COOKING?
Contribute to the solid brand positioning among TEEN target audience (14 y.o.-19 y.o.)
Communication of the brand as the one carrying, sharing and praising the same values as TA.
Brand – “close to me”, “like me”, “on the same wave with me”
Objective
Strategy
Desired consumer
perception
WHO ARE WE DEALING WITH?
Young teens from 13 to 20
• Belonging to a group • Hanging out with friends • Sharing and showing off
Key “self expression” desires:
• Dinging “Big brother” approach advices, directions what to do
• Low perception level of direct preaching on behalf of brand
Key social desires:
• Open to new experience
• Scattered interest
Key exploring desires:
DNA OF TARGET AUDIENCE
How do we knock on door of audience?
Outdoor/ socializing
Covering various areas in interest of target audience
Brand talking in language of TA
Lack of such outdoor, massive activities in local community
High interest and low exposure of such activities.
High pollution of campaign enrich with direct “call to action” on behalf of brand.
“I am in the hood…”
“I dare to be part of new experience…”
“I know better. Don’t tell me what to do. Just share my vision ”
EXECUTION RELEVANCE COMPLIANCE WITH DNA OF TA
1
2
3
CHALLENGING OURSELVES
• socializing • expressing themselves • and sharing unique experiences
WE CAME UP with 1 BIG IDEA promising teens a platform FOR
INTRODUCING
YOU TO…..
SPOT STREET FEST
“spot” Slang word popular among TA meaning “place where we hang out” The “Spot” icon is also a known, common illustration of geographical pin icon in digital world, very well known icon for TA
What is SPOT?
Skate zone
stage
Food court Partnership bou3ques
Coca-‐Cola zone
Street art zone
An outdoor event including many areas of street athletics and street cultural activations, such as extreme skating, BMX riding, hip hop music, graffiti, urban outfit demonstration. etc. under Coca Cola as an umbrella brand
What is SPOT?
What is Spot?
Partnership zones
What is SPOT?
Coca-‐Cola zone
What is SPOT?
Street art zone
What is SPOT?
Skate zone
What is SPOT?
TEENS KEEN TO FOLLOW TRENDSETTERS, SO WE INVOLVED
LOCAL ONES TO BECOME PART
OF SPOT
SPOT partners
HEDONIST
campite
ags prosport
next
G-shock
Spot is a unique event organization model consolidating several partners under 1 bid idea powered by “Coca Cola” as umbrella brand. Expected impact of such model on brand perception: 1. Coca Cola supports diversity of
interests of TA
2. Coca Cola has created Spot as a platform for bringing various interests of TA together,
SPOT geography
SPOT HAS TRAVELED 5000 KILOMETERS AND HAS BEEN TO 4 CITIES ACROSS KAZAKHSTAN
12 000 people
7 000 people
16 000 people
10 000 people
• 1ST SPOT - ALMATY 31/08 • 2ND SPOT - KARAGANDY 06/09
• 3RD Spot - ASTANA 14/09 • 4TH SPOT-AKTOBE –
ONLINE POLL WINNER
MOREOVER, THE 4TH SPOT WAS PICKED BASED ON ONLINE VOTING AMONG AUIDIENCE
LET’S TAKE YOU THROUGH,
THE UNFORGETTABLE
ATMOSHPERE OF SPOT
SPOT snapshots
SPOT snapshots
SPOT snapshots
WE GATHERED THEM UP ONLY
THROUGH DIGITAL AND SOCIAL
MEDIA ANNOUNCEMENTS, WHERE
THEY HANG OUT THE MOST
CH
AN
NE
LS
Wave #5 On behalf of
Spot
KE
Y M
ES
SA
GE
Announcement of event (what, where, when), call to action
POST-PR of each completed event in a city. announcement of next city
Wrapping up, “see you next time”, to be continued
AC
TIO
N
SMM, post-PR announcement of each city, announcement of next city
SMM, post-PR of whole event
Preaching spot
Announcement of event (what, where, when), call to action
Promo site; Video teaser
Announcement of event by partners, call to action
Sharing announcement by Spot partners; video announcement by event headliner
Revealing some event content details
SMM
Wave #1 On behalf of Spot
Wave #2 On behalf of Spot partners
Wave #3 On behalf of Spot
Wave #4 On behalf of Spot
Wave #5 On behalf of Spot
Wave #6 POST-EVENT
POST-PR of each completed event in a city. announcement of next city
SMM, post-PR announcement of each city, announcement of next city
Wrapping up, “see you next time”, to be continued
SMM, post-PR of whole event
AC
TIO
N
KE
Y M
ES
SA
GE
C
HA
NN
EL
S
LOTS of positive reviews from visitors in social networks, reviews from major
online magazines, fans
video- and photo-reports
WAVE #1 - promosite http://spotfest.kz
More than 2200 likes (via vk.com applet)
WAVE #2 - Announcement by Spot partners
WAVE # 3 – SMM activity
Vk.com
Page fest vkontakte
WAVE # 4 - post-PR announcement of each city
Vk.com
Page fest vkontakte
1. Promo site • Photo report publication • Press release publication • Video case • Wall reviews 2. Official sites SPOT Fest • Photo report publication • Press realize publication • Video case
3. Press release for the media • Publication of a photo report
WAVE # 5 - post-PR of whole event (next steps)
WHAT ARE THE RUMORS ABOUT SPOT?
VK.COM FACEBOOK.COM @MAIL.RU
2235 -‐ people 1293 -‐ people -‐
2062 -‐ likes 13 -‐ likes 59 -‐ likes
SMM channels
Internet sites
Digital activation
Trade announcement (POSM materials)
Roll Up stand Poster
Karaganda – 80 point Astana – 30 point
Almaty – 50 point Aktobe – 50 point
WE MANAGED TO INITIATE
THE WORD OF
MOUTH IN MEDIA
WHAT DO WE EXPECT TEENS
TO FEEL ABOUT SPOT?
• Association of those
feelings/moments experienced at SPOT with the Coca cola
• Positioning of Coca Cola as
a brand sharing the same values with TA
• Giving TA another reason to
feel connected with the brand.
Impact on brand perception
Spot is a cultural platform for teenagers, where they can • hang out together, • socialize • get engaged in fun activations, • have a good time, • share those pleasant moments.
Perception
of SPOT
SEE YA NEXT TIME!
THANK YOU!
Almaty, Kazakhstan, Begalin str., 77 +7(727) 291 25 34, 291 37 05
Baku, Azerbaijan, A. Jalilov str., 26 +99412 490 62 78
