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Coca Cola (2007) 10/4/2012 Khulain Khushiyaan (2011) After 9/11 “Coke Refreshes the World & Hogi Jeet Hamari (ODI World Cup 2011 Ext. Ad) brings Optimism, Happiness & Harmony” Seq: Jeetlo Cricket Junoon (ODI World Cup 2011) Go Go Go Pakistan (2010 Massive Activation) Jeo Coke Zindagi (2010) Coke Khilain Khushiyaan (“Keh do…Dil se” 2010) Coke Khilain Khushiyaan (“Kha lo, Pi lo…Dil se” 2010) Cricket Jeo, Coke Peo, (T20 World Cup 2009) BRRRRrrrrr… (International Campaign 2008) Coke Brand Manifesto “Vision 2020” Jeo CokeC Zindagi() (2008) Mil Jul ke Jeo, Coke Zindagi (Ramadan 2007) Kha le, Pi le, Ji le,… Coca Cola (2007) 1 10/4/2012 Sequel of 2010 – 2011 Campaigns Keep and Expand existing Brand vision and position Expansions Plan: July 2004 ~ Jun 2008: Individual’s Happiness (Meal & Coke) July 2008 ~ Jun 2012: Family’s Happiness (Family Meal & Coke) July 2012 ~ Jun 2016: Nation’s Happiness (Proposal) July 2016 ~ Jun 2020: Global Happiness Cost Effective Joint Campaign (Integrated Communication) Reminder/Reinforcement National Campaign Age Slab: 14- 40 years In accord: Brand Vision 2020 Socio Demographics: Masses (All) Consumer Engagement through Cricket Psychographics: Cricket Enthusiasts Optimism and Excitement – T20 World Cup 2021 Geographic: Pakistan 2 10/4/2012 Theme: Win with Glory This segment of the population stays at home 19.3 hrs/day or out of home Occasion: T20 World Cup 2012 4.7 hrs/day Average Associations: Enthusiasm, Enjoyment, (www.datamonitor.com) Motivation, Sportsman Spirit Brand Engagement: Music & Cricket Timeline Campaigns Tagline Theme Advertising Media Jun ’12 – July ‘12 Engagement Shift Gao Coke Sing Cricket TVC, RA, OOH, Activation, Phase One Cricket Celebrity Testimonial, PR Aug ’12 – Nov ‘12 Main Campaign Jeeto Coke Win with Glory TVC, RA, OOH, Activation, Phase One: Brand Consumer Engagement – Phase Two Shan Se Celebrity Testimonial, Digital, Expend - Music & Cricket POSM, CSR Hypothetical – until Pakistan Out Jazba Coke Sportsman Spirit TVC, RA Phase Two: T20 World Cup 2012 – Main Occasion Ends Phase Three (Exist) Khail ka Campaign Phase Three: Hypothetical Campaign – Pakistan Exit Champppionship 3 10/4/2012 Theme: Sing Cricket Activation – T20 Domestic Tournament FdFunds from GtGate Keeps – DtiDonation for All IMC based on Theme Event Date: July 14, 2012 TVC Oneliner: Coke Studio endorsing Cricket TVC: Announcing Event “Geo Coke Cricket” Bring in the Noise (RA) Ad Jingle “Gao Coke Cricket” Paid Broadcast (Based on TVC): TVCs 90 sec, 60 sec and 30 sec Short RBC 30 sec, 15 sec Media: Geo Network (Geo News, Geo Super, Geo Entertainment, Aag TV), Hum TV, ARY Media (all major cities, FM Radio Stations) Network (ARY One, ARY Digital, The Musik), Aaj Network 4 10/4/2012 PR Campaigns Sppgorts Event Coverage ○ Sports & New Channels Donation Event News Coverage ○ News TV Channels ○ News Papers ○ Radio News OOH Major Areas of the city Media Buying (Call Advertisers, Sign-age Media) Karachi: 13 Billboard Locations (40’ x 22’), 50 Bus Stands Lahore: 10 Billboard Locations (16’ x 36’), Major Shopping Mall Branding 5 10/4/2012 Sponsored Event Activation – T20 Domestic Tournament (Best of Three) Coke Studio Eleven vs. Pakistan Eleven Closing Ceremony – Live Performance by Coke Studio Team in the Stadium Anthem “Jeeto Shan Se” for the Team 5 min Kids in a Cricket Stadium Dressing Room, wearing T20 Pakistani Music Video 5 min Team’s Tracksuit, Preparing themselves in a hurry to meet the opponents in the Ground. Their Tracksuits labeled with Pakistani TVCs 90 sec, 60 sec and 30 sec Team Players Names. TVC: from Music Video Kids rush to the Ground and find they have to face a Team of Adults (Title Defender Team – Mimics).They have to ball first. Media: Geo Network (Geo News, Geo Super, Game situations – Opponents making a big score. Geo Entertainment, Aag TV), Hum TV, ARY After Break – the kids hit the ground to bat – immediate wicket fall Water Break – they have Coke – Video Morphing – Kids turn into Network (ARY One, ARY Digital, The Musik), Adult Pakistani Players, “Boosts Enthusiasm”. Aaj Network They turn the match upside down, last ball Six. Pakistan Wins – Masses Celebrating 6 10/4/2012 Bring in the Noise (RA) Floats: Paid Broadcast: Playing Anthem “Jeeto Shan Se” Anthem for the team – 5min5 min Activation: Open Mic Session ○ Hourly Clock Broadcast Videos on Coke Youtube Channel and Website Short RBC 30 sec, 15 sec Prize for Video having Maximum Hits Media (all major cities, FM Radio Stations) By the end of T20 Worldcup 2012 OOH Major Areas of the city Media Buying (Call Advertisers, Sign-age Media) Karachi: 13 Billboard Locations (40’ x 22’), 50 Bus Stands Lahore: 10 Billboard Locations (16’ x 36’), Major Shopping Mall Branding Radium Night Glow Media and Embossing 7 10/4/2012 Facebook Coke Page Activities Predict and Win Live Scores Update Facebook application: Coke Stroke Coke Stroke Cricket T20 Game Find Coke in the Stadium to boost Enthusiasm at different Levels. Coke Youtube Channel & Website Videos Live performance Participant from Open Mic Sessions Posters, Buntings, Mobile Hangers CSR: City Beautification Monument All Selling points with Branded Fizzy Coolers Only After Victorious Return of the National Team Lightboxes 80’ Coke Bottle Fountain Roundabout Super Markets Registering Association of Coke with T20 World cup 2012 Hotels Restaurants Massive PR Campaign Fast Foods Cafes 8 10/4/2012 Proposed Anthem Jeeto Shan Se TVC Oneliner: “Khail mein Haar Jeet to hoti hai” Paid Broadcast (Based on TVC): Ad Jingle “Jazba Khail ka” Short RBC 30 sec, 15 sec TVCs 60 sec and 30 sec Media (all major cities, FM Radio Stations) MdiMedia: Geo NtNetwor k(Geo News, Geo Super, Geo Entertainment, Aag TV), Hum TV, ARY Network (ARY One, ARY Digital, The Musik), Aaj Network 9 10/4/2012 Campaign TVC RA Activation Print OOH POSM CSR/PR Digital Total Gao Coke Cricket PKR 30m PKR 5m PKR 150m PKR 3m PKR 20m - PKR 0.5m - PKR 208.5m Jeeto Coke Shan Se PKR 45m PKR 15m PKR 70m PKR 10m PKR 55m PKR 5m PKR 75m PKR 20m PKR 295m Jazba Coke, Khail ka PKR 10m PKR 2m - - - - - - PKR12m 10.
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