Coke zero unlock 007_IMC class

IMC Integrated marketing communications

1. WELCOME TO OUR PRESENTATION COCA COLA – COKE ZERO – UNBLOCK 007

2. GROUP MEMBERS Nguyen Phuong Trang Nguyen Ngoc Phat Kim Tran Phuc Hanh Le Thi Huynh Phuong Quach Ai Vy Shahab Shiri

3. I / Situation analysis II/ IMC objectives III/ IMC implementation IV/ Performance evaluation Content

4. I. SITUATION ANALYSIS

5. A. HEADLINES OF INDUSTRY OVERVIEW

6. B. BRAND/ PRODUCT OVERVIEW 1. TARGET MARKET

7. PSYCHOGRAPHIC The main target market is athletic or energetic youth and health consciousness Sang trọng GEOGRAPHIC In everywhere you can own the Coke Zero in every region of your country or even the world Mong muốn đưa sản phẩm tai nghe Plantronics đến gần hơi với khách hàng tại thị trường công nghệ Việt Nam BEHAVIOURAL Advertising has been tailored to its targeted market by describing the drink as "calorie-free" rather than "diet", since young adult males are said to associate diet drinks with women. DEMOGRAPHIC Coke Zero specifically tailored to towards young adult males. The targeted market described the drink as “ caloriefree ” rather than diet so that Cocacola emphasized different flavors and sizes of product as needed by the customers.

8. 2 . POSITIONING Coca is thus willing to keep the same core product which is coke, but it adapts the offer to local needs. Using strategic positioning in order to have the same image all around the world. Coca Cola has been successful by using Unique Selling preposition as “ Live the coke side of life”.

9. II. IMC objectives 1. SWOT analysis

10. 2. Marketing objectives

11. IMC objectives :   3 . IMC objectives

12. Awareness The communicator’s task is to build awareness between Coke Zero name recognition and James Bond lasted movie W ith simple messages “Unlock the 007 in you” repeating product name. The target audience primarily marketed towards young adult males (The Millennial) from 16 to 30 of age group.

13. Comprehension The feelings of consumers associated with brand should be analysed through the experiential campaign“70 seconds made the dash” and also on social media tools . We must try to build consumer preference by the available of Coke zero vendor machines that can bring joy, value, connection with the community.

14. Conviction A James bond series movie is the popular film for those who love action scenes and daring to achieve the success, mainly symbolic for men The value of brand can bring from the Coke zero vendor machine to deliver the message that anybody can be James Bond hero when you purchased Coke Zero.

15. Desire The desire to challenge yourself to win the tickets on the other side of Antwerp central station filled with many obstacles that help Coca-Cola engage target audiences.

16. Action People do something related to the product such as share their feelings to social media, visit a store or vendor machine to own a Coke Zero for them.

17. IMC Plan would focus on three main things Creating general brand awareness Taking products to preference level Increase sales through Coke Zero vendor machines and others.

18. III. IMC implementation

19. No target a specific segment. Trying to target health-conscious consumers. Age : 12-30 years old Fans of James Bond series. 1. Target Audience

20. 2. Relationship of target audience and target market

21. Device/ activity Baby boomer ( 46-65) Gen X (31-45) The Millennial (16-30)   Time spent daily (hours) Mobile 1.2 1.7 3.1 Media consumption --TV 3.4 2.2 1.9 --Radio 0.7 0.5 0.4 Newspapers & magazines 0.2 0.1 0.1 Watching video and TV online 1.3 1.8 2.7 Social media usage 1.1 1.4 2.3 3. Target audience media habit

22. Young target audience loves media exposure. Mobile GENERATION & social media is part of daily life. Connected people; they like innovations, they like being surprised. Some media habits which are Given as follow

23. 4 . Comunication message

24. Film has been one of the most effective medium which can deliver ads to broad audiences. To get users to interact with the brand To entertain the real consumers KEY CONSUMER INSIGHT MESSAGE OBJECTIVE

25. MESSAGE AND DESIGN EXECUtion

26. Connect Coke Zero with the lasted popular secret agent James Bond was the approach that their brand kicking off with a short viral ad using the Bond soundtrack, the campaign developed by Duval Guillaume Modem. 5. Creative implication

27. 6. THEMES Earlier in July this year, Coca-Cola extended its partnership with James Bond by featuring a new campaign called ‘Unlock The 007 In You’ where it released a new ad as well as a limited edition packaging for all the fans of the 007 brand.

28. 7. Tone and mood

29. TONE To make consumers believe that they have 007 aspiration in themselves & Coke gave them a chance to unlock it The melody of the film's soundtrack evoke in every consumer when the joined the experimental event. The right amount of humor and action attributed the success of the video to tone and story told “Unlock the 007 in you”

30. MOOD

31. 8. Media mix (Chosen Tools ) The promotional support will focus on the lasted movie of James Bond “ Skyfall ”. No wonder that the most famous action film 007 and the world famous Coca-cola made collaboration in advertising themselves, as both of them are famous and popular brands. The introduction of campaign beginning in early October 2012, Coke zero Facebook Fanpage and Twitter released the forthcoming event with the concept of “Unlock the 007 in you prior to the release of the movie 007 Skyfall .

32. The followers ready to jump onto their social networks and shout to their friends about the viral teaser. Throughout the campaign provided people chances to become action movie star, utilizing sort of game format, the promotion made it possible to encourage target audiences to engage in the promotion. The whole process of the experimental campaign was filmed on 5th of October, edited, and released through Youtube .

33. 9 . Campaign timeline Number Tools Total posts TVC - Introduce Coke Zero and James Bond icons 1 Youtube Published on 26 th September, 2012 -This new commercial showcases the exciting partnership between Coca- Cola Zero and SKYFALL SOCIAL MEDIA 2 Twitter Skyfall promoting campaign began 12 months before the Skyfall trailer was released. Coke Zero Twitter account announced the upcoming event The hashtag #unlock007 appeared on every posts and comments

34. Number Tools Total posts 3 Facebook fanpage Announced the upcoming event 4 Youtube 18 th October, 2012 the viral video clip was released EXPERIMENTAL CAMPAIGN 5 Billboards, vending machines, event Share the communication message on the day making a campaign

35. 10. MerchandisE Limited-edition bottle Given to every participant During the Coke ZERO 007 campaign

36. 11. Consumer Decision Journey

37. The steps

38. IV. Performance evaluation Video won Mashable Top 100 award Very successful on Youtube 7M views 98% like/dislike ratio Lot of likes: 832.000 shares Alternative way of evaluation: attendance of event, surveys, did people like it?