Contents Executive Summary Research The Coke Side of Life Defined Creative Concept Print/Poster MySideofLife.com Theater Radio Media Direct Marketing Promotions Public Relations Evaluation Campaign Wrap-Up 01 02 04 06 07 11 14 16 18 22 24 30 31 32 Executive Summary The Coke Brand Coke is real, authentic, honest, passionate and refreshing. It taught us to sing in perfect harmony. It even introduced us to Santa Claus. Coke is the kind of cultural fabric that unites all of us in some way. It has always encouraged us to share who we are and what we believe in. e Coke Side of Life campaign should not fragment multicultural groups into distinct cultural silos. Coke doesn’t isolate people, it unites them. e one thing that brings together multicultural youth today is their obsession with the Social Networking Lifestyle. Coke meets the Social Networking Lifestyle e Social Networking Lifestyle has the power to truly unite multicultural youth and create a new brand community around Coke. It’s the idea that drives this campaign and brings meaning to e Coke Side of Life. It is also completely consistent with what Coke stands for. Coke is in the perfect position to be the catalyst that will continue to unite people across all cultures, so it makes sense that e Coke Side of Life campaign should bring out this spirit among multicultural youth. However, Coca-Cola has not clearly deﬁned what e Coke side of Life means to this demographic. iDENTITY’s campaign is an anthem for multicultural youth based on discovering, sharing, and shaping. e campaign resonates with each demographic through media placements, and at the same time brings together diverse cultures with one uniﬁed message. The Social Networking Lifestyle Defined e Social Networking Lifestyle is not just about a web page with a personal proﬁle - it’s about everything that is done along the way to create a life to share with others. Multicultural youth focus their lives on discovering their place in society, sharing their experiences with others, and shaping the world they live in together. Discover. Share. Shape. at is the Social Networking Lifestyle. at is what unites multicultural youth. Creative Execution, One Unified Message Discover. Share. Shape. The Social Networking Lifestyle. Creative executions embody the Social Networking Lifestyle. ey embrace the search for self, allow for unrestricted participation and are open to consumer modiﬁcation. e combination of urban colors, active silhouettes and the Dynamic Ribbon tie together the elements of the campaign to unite the consumer, the Social Networking Lifestyle and Coca-Cola. ese messages are backed by promotions, direct marketing, and public relations communications that create platforms for the consumer to share their Coke Side of Life experiences. Results e Coke Side of Life positioning is simple, relevant and deﬁnes today’s multicultural youth. By integrating Coca-Cola’s tradition as a unity brand with the Social Networking Lifestyle, Coke can increase both consumption and brand health by at least 3% in 2008. 1 Research The Coke Side of Life e three groups that have the most prevalent inﬂuence over youth culture are African-Americans, Asian-Americans and Hispanics. While they all possess characteristics unique to their respective backgrounds, they also share a similar trendy, urban lifestyle. In order to reach multicultural youth, e Coke Side of Life will target twelve main cities based on their diverse populations and trendsetting reputation. Cities include: Los Angeles, San Diego, San Francisco, Houston, Chicago, Detroit, New York City, Boston, Philadelphia, Washington D.C., Miami and Atlanta. • Dancing and music are culturally relevant • Music is the most cited passion for teens; going to a concert is the number one event of choice • African-Americans listen to 18 hours of radio per week as compared to an average of 13 hours for other demographics • Blackplanet.com is an African-American social networking site with over 18 million members • Basketball and other forms of athleticism unite • 42% pay attention to commercials in movie theaters African-Americans Cultural African-American Significance African-Americans started Hip-Hop culture, which reﬂects their sound, style, dance, fashion and trends. is culture is largely deﬁned by modern Hip-Hop music. Take out the beat, the chords, the rhythm and Hip-Hop becomes a story that takes a walk on the author’s side of life. By incorporating elements of Hip-Hop culture and music, e Coke Side of Life connects with the trendy urban mindset of African-Americans. Asian-Americans • Youth live in a wide variety of cultural worlds and are engaged in a broad spectrum of media, entertainment and cultural activities • ey are breaking down racial barriers set by previous generations and deﬁning their own relationships and values • Hip-Hop music and surf wear have become a big part of their culture • Word of mouth is the top vehicle for Asian-American trends • 71% use internet for e-mail/social networking • 74% live in urban, metropolitan areas Cultural Asian-American Significance Asian-American youth want to redeﬁne their current status in today’s society. ey want to be seen as more edgy with a highly adorned urban image. Asian-Americans value fashion, style, music, technology and customization. e edgy, non-conformist feel of e Coke Side of Life campaign will resonate with the AsianAmerican youth mentality. It allows for brand customization and delivers the trendsetting experience that the Asian-American market craves. Hispanics 2 • Highly inﬂuential in mainstream American culture (ex. popularity of Reggaeton music style) • Desire to stray from stereotypes • Heavy readers of magazines with lifestyle, entertainment and sports focused themes • Younger Hispanics desire to be ‘Americanized’ • ey enjoy music, love their iPod and are hooked on myspace • Hispanics are heavy users of radio and they are 81% more likely to see a movie on opening weekend than the average person Cultural Hispanic Significance Hispanic youth embrace the American way of life but are also proud of their heritage. e Hispanic youth have redeﬁned multiculturalism by mixing and blurring the lines between cultures and ethnicities rather than compartmentalizing them into separate spheres. e focus on personalized unity in e Coke Side of Life incorporates Hispanic inﬂuence on Hip-Hop and American culture. is relevant message reaches Hispanics where they impart the most inﬂuence on society, and it encourages further participation in popular culture and in e Coke Side of Life. Key Insights One Multicultural Body • Multicultural youth are “intra-cultural” – they do not identify themselves as one speciﬁc culture; they blur the lines between ethnic and racial identity • 13-24 year olds are the most diverse market segment, however, they are not concerned with ethnic designators What this means to Coca-Cola e multicultural youth market does not want to be divided. ey all share similar mainstream cultural values and want to have an active role in deﬁning what those values are. e Coke Side of Life must embody the spirit of today’s multicultural youth by embracing these attitudes. 1 Active Listeners • Movie theater ads rank as the highest “paid attention to” advertising for teens iDENTITY • Music is the most cited passion for teens; going to a concert conducted is the number one event of choice exhaustive • 96% of multicultural youth listen to the radio each week secondary research • 8 out of 10 read magazines; teens trust magazines more to aid in the than any other advertising medium development of • 38% of multicultural youth spend at least three hours on the campaign the internet every day strategy • ey desire to interact with brands What this means to Coca-Cola The Social Networking Lifestyle • Multicultural youth love a new challenge, want responsibility, crave freedom, independence and control • ey believe friends are more credible than parents • On-line social networking provides a forum for identity development and exploration of a far more diverse population than their interpersonal community • ey want to personalize everything • E-mailing and instant messaging friends is just as popular as talking to them on the phone • ey are constantly up-to-date on each others lives What this means to Coca-Cola New forms of communication are vital to connecting with the multicultural youth market. e target is obsessed with discovering new things and telling everyone about them. e Coke Side of Life should be a part of the Social Networking Lifestyle. It needs to create opportunities on a daily basis to discover and share the world of the multicultural youth. 2 Multicultural youth are listening; however, they want a say in what’s going on. ey have decided how and when they want to interact with brand messaging. By acknowledging these values, e Coke Side of Life can become a member of the youth community rather than a marketer. 3 The “Me” Factor • Multicultural youth believe they should have anything, anytime, anywhere • Young adults seek an emotional connection with brands and want a rational reinforcement of that emotional connection • Brands must be able to keep up with teens’ ever-changing lives • Young adults are very self-conﬁdent and very individualistic; they have their own personal style • Teens have a strong sense of individualism and often want independence from the previous generation • 86% of youth say people should be free to look, dress and live the way they want to, whether others like it or not • It’s no longer about control - fans now own the product What this means to Coca-Cola e Coke Side of Life needs to understand that multicultural youth want to be unique individuals while being part of a group at the same time. Because of this dichotomy, e Coke Side of Life should focus on creating a balance between individual identity and group membership. 4 3 ED SIDE OF LIFE DEFIN The COKE and sharing your world. Finding yourself by discovering . This is The Coke Side of Life but that message d a legacy as a symbol of unity, Coke create cultural youth market. never resonated with the multi Coke lives on the side of life that embraces action and supports the search for self. h today’s youth, In order for Coke to connect wit style and join a it must align itself with their life their world. ration in discovering and shaping gene at embraces action and Coke lives on the side of life th ing a doer, not a e search for self. It’s about be supports th you by. It’s about about not just let ting life pass sit ter. It’s the option of A or B that every moment comes with realizing ch moment there is choice affects your path. At ea and that Coke Side of Life. unity to choose to live on The an opport 4 g away that picture Coke Side of Life is puttin Living on The a car. You can’t just h and piling your friends into of the beac ke Side of Life; you your favorite song on The Co listen to . It’s not just an option to sing out loud for all to hear must staurant downtown u know about that lit tle re tell everyone yo part of your day. great food; it ’s an essential that redefines lents. Others life, your culture and your ta You must share your world because it ’s a portunity to experience your must have the op rld is a part of yours. lf-discovery, just as their wo part of their se The Coke Side of Life. a Coke drinker is to live on To be interests; it ’s about doing not about discovering your It’s d go find a singer them. So grab your guitar an something with ll everyone you know finish the song you wrote; te to help you d are still laughing you heard three days ago an that joke you don’t miss out. stay up late at night just so about; sed-minded. Dare to do de of Life is not for the clo The Coke Si shape the world re to be yourself. Dare to the things you love. Da ays have someone to have a story to tell and alw around you. Always Coke Side of Life. your life this way; that ’s The tell it to. Living 5 Creative Concept Ideas That Create Meaning Multicultural youth understand the Coca-Cola tradition, but view Coca-Cola as a static brand because it has yet to speak speciﬁcally to them in a fun, relevant way. For a brand to be successful, it needs to reach consumers on an emotional level, creating a bond between brand and consumer. By giving e Coke Side of Life a voice that this market can relate to and a look that grabs and holds their attention, e Coke Side of Life isn’t just another campaign, it’s a new way for multicultural youth to deﬁne their lives. e creative concept adds relevant meaning to e Coke Side of Life for multicultural youth. Much of the creative oﬀers diﬀerent takes on e Coke Side of Life insuring that the campaign never tells the consumer there is only one way to live the Social Networking Lifestyle. Instead, it allows the consumer to connect the headlines to their own life experiences. e creative uses several diﬀerent formats of interaction to strengthen the consumers’ understanding of e Coke Side of Life. rough print and poster work that grabs attention, a website that enables action, a theater ad that encourages participation and radio spots that promote story sharing, multicultural youth will be fully immersed in actively creating their own Social Networking Lifestyle and deﬁning the meaning of their Coke Side of Life. Concept T esting After developing the creative concept, iDENTITY wanted to be sure that the Social Networking Lifestyle was the agent of unity for multicultural youth. To test the concept, iDENTITY conducted 600 one-on-one interviews with multicultural youth to see what their lives were all about. Here’s what they thought about life: • Everyone should share their talents with others • People need to have fun and enjoy their lives • It’s impossible to really help someone unless you’re happy with yourself • Following your heart brings joy • Personal talents should be used to strengthen the community With these insights, iDENTITY decided to give consumers just what they were looking for - a creative campaign that uses exciting colors and a spirited theme to encourage the consumer to discover, share and shape. Focus group data shows that iDENTITY’s creative executions struck a chord with multicultural youth. ey described executions as energetic, vibrant and exciting, saying the ads made them want to go out and make their own stories to share with others. ey said if they saw the ads in a magazine they would rip them out, post them on their wall and even use the headlines in their personal proﬁles and away messages. 6 8 “I like to talk about what’s going on in my life at that specific time. Anything important or things that I care about like classes, hobbies, my feelings/ struggles, my weekend plans, aspirations and future.” “Its energetic, vibrant and exciting, but feels personal at the same time.” “I feel that everyone should share their gifts with society, trying to leave it a better place than when we came into it. But I also feel like we need to have fun and enjoy our time here because you can’t help anyone when you can’t help yourself be happy first.” “If I saw one of these in a magazine I would rip it out and put it on my wall.” Print/Poster The ads reflect the essence of the Social Networking Lifestyle while leaving room for consumers to personalize the messages to their own lives. The print work is also highly adaptable, allowing for multiple placements, including magazines and posters in relevant locations. Headline Each headline is a single, concise thought from a diﬀerent perspectives that interprets e Coke Side of Life in an unreserved, spirited tone. e illustrative typefaces change in each ad, giving a personalized feel. Colors Dynamic and vibrant colors give Coke a fresh, youthful look. Dynamic Ribbon Familiarity to the brand is retained through the reference to the original Coke Dynamic Ribbon. e modiﬁed form of the Dynamic Ribbon bursts with color, grabbing the attention of multicultural youth. Colorful silhouettes emanate movement, interconnectedness and never-passive attitude that subtly reinforce e Coke Side of Life’s drive to discover, share and shape. Web Address e website invites viewers to discover more about what makes Coke Side of Life their kind of life. e 7 Print/Poster 8 9 Location Specific Pool Side Mass Transit Interior T axi T op 10 MySideofLife.com Home Page MySideofLife.com is a website offering members different resources that inspire them to live on The Coke Side of Life. Unlike coke.com or mycoke.com, which give users things to do strictly online and mainly by themselves, iDENTITY’s site acts as an online resource so the target can take the ideas off-line as well. Home Page e MySideofLife.com home page allows for two accessible pathways to the diﬀerent pages featured within the site. First, nine buttons will be posted on the left side of the home page linking access to the diﬀerent activity pages available. Second, when scrolling over the nine different interactive silhouettes, each will “pop out” individually, allowing clickable access to their associated link. e following are the nine categories found on the home page: 1) Login/Password e Login box oﬀers users access to a personal account where they can post pictures, a biography and information for the “MyArt,” “MySkills” and “MyWishes” sections of their page. Links to “ e Coke Side of Life Approved Websites” are also be listed to take members to sites that live on e Coke Side of Life. 11 Coke “Discovered” MySideofLife.com 2) Discovered Coke “Discovered” is a section of the website focused on local, unsigned artists. Artists will be able to upload their demos, create biographies and post concert dates to gain exposure and a following. Users will go to the site to listen to new music, download songs from the artists and vote on their favorite local music. Weekly podcasts give users a chance to hear the latest submissions, and a weekly contest allows one user to be the guest DJ for the podcast. Members can also vote to have their favorite local artist play a concert in their area. 3) Events Oﬃcially sponsored Coke events, such as “ will be listed in this section. e Carnival of Coca-Cola,” 4) Grant a Wish Members will post wishes they have on their personal pages, such as obtaining an old CD they used to love. Users who grant these “Coke Wishes” have the opportunity to gain Coke Rewards points. 5) Idea Generator e “Idea Generator” creates a list of fun activities to do based on the interests entered into the search engine. e search engine requires the user to enter the location (city, state or zip code), how many people attending and how much money is willing to be spent. If the user is looking for more generalized activities, they can also click on “Spin the Bottle,” which will oﬀers random ideas that anyone can do. 12 Idea Generator Road Trip 6) Photo Hunt Members can submit ideas for interesting picture opportunities that relate to e Coke Side of Life. After each suggestion or entry submission, Coke Rewards points are received. When viewing entries, users can click the photos that direct them to the artist’s personal home page. 7) Posters is section allows people to print their favorite posters/ads from the website. Individuals can also create their own posters by using templates that consist of the modiﬁed Dynamic Ribbon, logo and headline. ey can pick their own personal color schemes for their poster and decide which lines ﬁt them the best or even write their own lines. Members receive Coke Rewards points for sharing artwork on their “MyArt” page. 8) Road trip is page includes a map of clickable hotspots in diﬀerent cities. Users can also search by zip code or city and state for a list of events in the area. Examples include concerts supported by the “Discovered” section, Coke promotions and any other activities shared by members that include e Coke Side of Life theme. People can also construct a road trip within their county, state or region by answering a few simple questions. 9) Skills Sharing Members can share talents they’re willing to teach/show others. eir skills can be uploaded in the form of music, video, pictures or text. Skills can be anything from French-braiding to skateboarding. Members are encouraged to focus on what they’re good at, as well as what they want to improve. Members who participate receive Coke Rewards points. MyCokeRewards.com e link to MyCokeRewards.com on the home page keeps it accessible and drives traﬃc to the site. 13 Theater Spot Since movie attendance in theaters is high among the target, it makes sense to place an ad on the big screen. Our ad, however, is no ordinary ad. It is one that engages the audience and invites them to participate in The Coke Side of Life. It mocks the passive experience of the traditional movie trailer and encourages the audience to actively participate. The theater spot will run just before the regularly scheduled movie previews, then complete it’s message after the last preview has ended. SCRIPT: How is it that at the end of every preview I turn to my friends and say, “ at movie looks amazing!” Is it that preview voice? at voice no one actually has in real life? at’d be weird though. “In a world where I am your waiter One soup could save them all.” It’s that voice that tricked me into Basic Instinct II. So I’m taking a stand Against sitting and watching And blindly accepting. e least I can do Is make these previews my own. So here’s an idea: How about a game? Try and keep up. Next time, you’re on your own. Here’s how I play: row popcorn in your mouth whenever someone says, “ e call is coming from inside the house” “It’s a trap!” or “I love you, Daddy” row popcorn at a friend whenever: e murderer appears in a mirror Someone runs from an explosion or a ragtag team goes for the gold row popcorn at the screen whenever there is: An ultimate ﬁght between good and evil A triumph of the human spirit or Rob Schneider So sit up. Get ready And bring on the previews (REGULARLY SCHEDULED PREVIEWS HERE) So that’s how I play. ink you can do better? Let’s see it. Show me how you can live life With a little more ﬂavor. But for now e lady in front of you looks a little upset. You might want to apologize For ordering extra butter. MySideofLife.com 14 Non-Traditional Theater T further establish what The Coke Side of Life means, lines tailored to o the movie going experience will be placed on cups, popcorn containers and napkins. These lines will be humorous and generate the same attitude about The Coke Side of Life that the print work does. Phrases on Coke Cups/Popcorn Containers/Napkins •T ake cover behind the seat in front of you during battle scenes • Ask what the theater’s return policy on popcorn is • Challenge your friends to see who can ﬁnd the most loose change • Hide under the seats at the end of the movie and scare the people cleaning the theater • Ask the audience if you can turn on the lights because you’re afraid of the dark • When you leave to get a reﬁll, ask the people in the audience if they want anything • Sit next to the only other people in a near empty theater Especially if it’s a couple • Play musical chairs to the length of an advertisement • Convince the person next to you that you are related to the main actor or actress • Ask the stranger next to you if you can hold their hand during the scary parts • Make up your own language and try to order popcorn - Use a friend to translate • Sit in the front row and critique the previews - Loudly • Ask the person next to you if you can trade some of your popcorn for their candy • Stare at the people behind you for the duration of a preview • Ask someone if you can have their seat because it’s your favorite in the whole theater - Don’t sit there after they move 15 Radio Radio is extremely ﬂexible and eﬀective media for communicating e Coke Side of Life. In addition to being a favorite pastime of a large percentage of the target market, listening to the radio also gives this group a chance to create, share and compare stories with others just like them. e message delivered via radio doesn’t feel too corporate, but instead delivers a message that is open-ended, leaving the power in the hands of multicultural youth. Everyone has their own way of expressing and living e Coke Side of Life. So why not share it with the world? Radio gives the consumer a chance to do just that. A series of 10-second spots pique the interest of the target and encourage them to ﬁll in the blanks. Each spot consists of one provocative or oﬀ-the-wall quote and then invites listeners to create a story, be it real-life or ﬁctional, that ends with the quote. e spot ends with an invitation to visit MySideofLife.com, where more information is provided. e best responses will be selected and turned into 60-second radio spots with the original author getting the chance to provide the voiceover. e creativity and enthusiasm demonstrated by the ads will inspire others to create and submit their own Coke Side of Life stories. e connection between Coca-Cola and the consumer will grow as multicultural youth directly interact with e Coke Side of Life. e “Intro” spot that introduces the campaign plus a few examples of 10- and 60-second radio spots are provided to give further context to the plan for radio. 10-Second T easer Spots “Wasabi” :10 VO: And the wasabi shot out of my nose. SFX: 2-second silence VO: Want to ﬁnd out how it got there? Tell us how at MySideofLife.com “Baseball” :10 VO: e inside of a baseball is cooler than you think. SFX: 2-second silence VO: Do you know what it looks like? Tell us your story at MySideofLife.com “Scar” :10 VO: My friends never let me forget how I got that scar. SFX: 2-second silence VO: Want to tell us how you got it? Go to MySideofLife.com “Nickname” :10 VO: I never lived down the nickname ‘Meter Maid.’ SFX: 2-second silence VO: e story should be even more embarrassing than the nickname. Tell us why at MySideofLife.com “Russia” :10 VO: So now I live in Russia. SFX: 2-second silence VO: ink you can tell us a story that ends with that? Go to MySideofLife.com. “Pigeons” :10 VO: Moral of the story: Don’t follow the pigeons. SFX: 2-second silence VO: Got a story to prove it? Share it at MySideofLife.com. Radio let’s them share their stories with the world. 30-Second Coke Radio Spot 16 “Intro” :30 VO: And that’s how my voice ended up on the radio. I was listening to some music station or other, not paying attention, and then this commercial came on for Coke. ey explained how to get your very own commercial on the air and I actually listened, instead of tuning out for once. If I hadn’t, I wouldn’t be famous today. Well, famous among my friends anyway. e commercial said that they give you the endings and you just start the story. So, I wrote this one: it was so fresh, so wild. It was the craziest thing I ever told. I uploaded it to MySideofLife.com, and that’s how my voice ended up on the radio. 60-Second Examples of Consumer Generated Spots “Next Time, I’ll Just Change the Light Bulb” :60 VO: Line - Next Time, I’ll Just Change the Light Bulb. We killed them in OT by 2 goals but bro, the regular game was killer. I came home, tossed my cleats outside, jumped on my bed and crashed. I woke up the next morning to the sound of my bus leaving me behind. I booked it to the basement laundry room for clean clothes, ﬂipped the light and nothing happened. No worries, I could ﬁnd my stuﬀ blindfolded. I went nuts getting ready, just made sure I wasn’t naked and ran to Joey’s for a ride. e whole day people kept eyeing me, smilin’ during my speech class. Guess my game was pretty tight yesterday. I got to the locker room for practice and passed a mirror. Oh crap – my sister’s dirty laundry got mixed with mine and that was deﬁnitely a bra hanging outta my pants. e whole team never let me forget it, so next time, I’ll just change the light bulb. Wanna hear more stories like this? Hit up MySideofLife.com. “Moral of the Story: Don’t follow the Pigeons” :60 VO: Line - Moral of the Story: Don’t follow the Pigeons. It was the hottest summer that anyone on the block could remember. ere was only one place to go to get cooled oﬀ. e community pool - the place to be. One afternoon, I decided to take a walk in the park, hoping there might be a breeze to help me cool oﬀ. I came across a group of pigeons. ere were dozens of them. Not a piece of bread or statue in sight. I did the only natural thing- chased them. ey bolted, ﬂying across the street, and I followed close behind. ey landed on a clothesline above the pool, which was for the ﬁrst time, empty. Man, I was so pumped. I jogged to the side, and took my shirt oﬀ, getting ready to jump in and be refreshed. en I looked up at the pigeons. ey then all did the thing that pigeons do so well. And so often. Right into the fresh, clean pool. Disgusting. Never swam in that pool again. Moral of the story: Never follow the pigeons. Wanna hear more stories like this? Hit up MySideofLife.com. “I Never Knew a Mule Could Kick So Hard” :60 VO: Line - I Never Knew a Mule Could Kick So Hard. It was the night of the school carnival. It was just as boring as it always is, same stupid rides and little kiddie games until I met Scrappy. What a cool carnie. He works the Spin-andTwurl. I told him these baby rides and infant games really weren’t cutting it this time ‘round. He said there was actually a new attraction, one that I should only play if I was really up for a challenge. So Scrappy led me to the petting zoo behind the Screamin’ Dragon, and I saw a bunch of tough lookingkids, kids strong like me, playing a game of Mule-Head ring toss. I asked if I could join in. Next thing I know, it was my turn. Turns out I have little aim. I nailed that mule smack in the head. I never knew a mule could kick so hard. Wanna hear more stories like this? Hit up MySideofLife.com. “My Friends Never Let Me Forget How I Got at Scar” :60 VO: Line - My friends never let me forget how I got that scar. I was watching the news the other day and I recognized what was on the screen. “Hey that’s my backyard,” I yelled and without even thinking, I ran outside. A voice from the animal control helicopter above said, “don’t move.” I froze. I wasn’t really sure if he was talking to the koala bear in the tree or me. Luckily I had just ﬁnished watching “When Animals Attack VII,” so I knew exactly what to do. I screamed. e koala, on the other hand, just stared back it me. It was the cutest, scariest moment of my life. Against the wishes of animal control, I approached the koala. I’m not really sure what happened next, but when I woke up a few hours later, I was surrounded by people and had a paw sized scar on my cheek. My friends never let me forget how I got that scar. Wanna hear more stories like this? Hit up MySideofLife.com. 17 Media iDENTITY’s media plan delivers one unified Print ($1,888,609) Selections message to each segment of the multicultural Rolling Stone, Vibe, Hip Hop World, Super Street, Latino Future, youth market. By placing creative executions where Superonda, Animerica, 13 Minutes consumers live out their Social Networking Lifestyle, iDENTITY’s media placements Rationale accomplish the goals of The Coke Side Traditional print media has one of the widest reaches and is the The most trusted media, especially among the youth market. e of Life campaign. multicultural TRADITIONAL: $4,542,109 Radio ($2,653,500) Selections Rhythmic CHR & Urban Contemporary in Chicago, LA, NYC, Detroit, Miami, Washington D.C., Houston, San Diego, San Francisco, Philadelphia, Atlanta, Boston youth market wants to be reached on their own terms. target is least likely to multitask when reading magazines as compared to other media. In addition, those who read magazines lead more active lives, one of the main components of the strategy. e multicultural target reads both widely circulated, general interest magazines and niche, special interest magazines. Rationale Radio is a key part of life for youth in the United States, with 96% of teenagers listening to the radio every week, and 80.6% listening every day. Over the course of a week, the average teenager will listen to 13.5 hours of radio. For African-American and Hispanic teenagers, radio’s inﬂuence is even more impressive, with teens listening for an average of 18.25 and 17.75 hours a week, respectively. Unique radio ads in 10-, 30- and 60-second spots feature a call-to-action for the listener that will drive traﬃc to MySideofLife.com and allow the target to participate in creating user-generated ads for the campaign. Radio ads will run every other month for the duration of the campaign. e focus is on radio stations that play Rhythmic CHR and Urban Contemporary formats because they are most popular among our target’s age and multicultural groups. Running our advertisements during the evening (7PM-12AM) will provide the best reach in the most cost-eﬃcient way. Rolling Stone is widely recognized as the source for entertainment and news for all young adults. Vibe, Hip Hop World, and Super Street appeal to all multicultural youth and create a bridge across racial and ethnic communities. In addition to these overarching magazines, ads will run in culture-speciﬁc print magazines to reach the three major multicultural groups individually. Who Multicultural Youth, ages 13-24 Where Nationwide, focus on top multicultural markets of Chicago, LA, NYC, Detroit, Miami, Washington D.C., Houston, San Diego, San Francisco, Philadelphia, Atlanta, Boston When January 1, 2008-December 31, 2008 How Connecting with the consumer in the media they relate to most: radio, print, internet, movies, malls, and on-the-go. 18 NON-TRADITIONAL: $6,508,520 Internet ($292,500) Selections pandora.com, blackplanet.com, batanga.com, asiaﬁnest.com, kiwibox.com, whateverlife.com, snapvine.com, eventful.com Rationale Over 85% of the target uses the internet with 35% of their total media consumption done online. Pandora.com, an internet radio focused on music discovery, will be fully sponsored by Coca-Cola. Over half of the target uses the Internet to listen to and download music. 55% of all online American youth use social networking sites. Blackplanet.com, a social networking site with 18 million members, addresses issues related to African-Americans and urban life. Batanga.com and asiaﬁnest.com are similar sites that reach Hispanic and Asian-American youth, respectively. Coca-Cola advertising will be integrated into the sites, sponsoring valuable content for their users. “ e Coke Side of Life Seal of Approval” A network of Coke Side of Life sites will be featured on MySideofLife.com as sites for users to explore that are already popular among the target. Coca-Cola sponsorship will appear on the homepage of each site in the form of “ e Coke Side of Life Seal of Approval.” ese Coke Side of Life approved sites will be free advertising for the brand, as MySideofLife.com will drive traﬃc to these sites in exchange for a seal on their home pages. Reactrix ($972,000) Reactrix systems create highly entertaining branding displays that respond to the audience’s movements, also known as “brand play.” ey come in the form of interactive games that will feature full sponsorship by Coca-Cola. Placing advertisements in the Reactrix systems in malls and movie theaters will allow Coca-Cola to connect with the target in a fun way at locations they already frequent on a regular basis. 87% of consumers think that the Reactrix systems are entertaining and fun, and 47% of consumers intend to purchase the products in the advertisements after using the Reactrix systems. Reactrix also provides excellent word of mouth for the campaign, with 60% of consumers saying that after using a Reactrix system they told a friend or family member about their experience. 19 Media NON-TRADITIONAL (continued) Movie Theaters ($1,768,400 includes Pre-show Ads and Concession Items) Mall ($1,462,400) Young adults are avid movie-goers. Hispanics are 81% more likely to see a movie on opening weekend than the average person in the market. 42% of African-Americans pay attention to commercials in movie theaters. 19% of advertisements before a movie are likely to inﬂuence the products teens purchase. eaters in the twelve cities will be the site of interactive pre-show commercials, Reactrix games, and branded concession stand products. A customized, interactive movie theater campaign allows the target to enjoy an interactive pre-show experience, leaving a lasting impression on the viewer. is use of media will create word of mouth among teens in speciﬁc geographic locations. Word of mouth is a key way to reach our target, as 61% of Asian-Americans prefer it over any other media. To create a comprehensive Coca-Cola movie-going experience, sayings associated with e Coke Side of Life, such as “Take cover behind the seat in front of you during battle scenes” will be branded onto popcorn containers, drinking cups and napkins. is will allow Coca-Cola to stand out in movie theaters and will reach our target in several locations, from waiting in the ticket line to buying snacks at the concession stand. 57% of teens said they went to the mall within the last seven days. e average teen spends 2.5 hours at the mall in any given week. Over 75% of Americans visit a mall each month, making an average of ﬁve trips per month, spending nearly $41 each visit. Mall advertising reaches the target in a pedestrian environment when they are mentally alert to experience advertisements. Backlits will show two creative executions back to back, while ﬂoor panels with the Coke creative will lead the consumer to point-of-purchase locations. Posters ($408,500) Wild Postings are posters placed in the twelve cities to resemble guerilla marketing. ese posters will be placed in the areas of cities that the target frequents, including near pools, basketball courts, beaches, soccer ﬁelds and amusement parks to coordinate with the creative message each displays. Transit ($1,604,720) Selections Taxi tops, Interior posters on subways and trolley cars Rationale Taxi tops in ten of the cities will reach a wide audience, speciﬁcally the 18-24 age group that spends time commuting to work. Taxi tops are highly visible to all pedestrians in the city. Interior posters on subways and trolley cars will also reach a wide audience in the ﬁve cities that have mass-transit systems of this kind. T otal Media Budget: $11,800,629 20 Media Schedule 21 Direct Marketing Multicultural youth desire to create a dialogue with brands. By engaging consumers through unique point-of-purchase executions and allowing them to reshape MyCokeRewards. com, Coca-Cola will be able to build personal connections and increase sales. To increase awareness of the program, an 8-page catalog will be inserted into 12/24-can cases. e catalog presents new featured rewards that are available, as well as past winners from the distributor’s local area enjoying their rewards. ere will be an option on the MyCokeRewards website for past winners and purchasers to upload photos of themselves using their reward. In addition, the catalog will feature local bands, upcoming music events and movies, new videogame releases and noteworthy individuals, supplemented with a bio and photographs. All of these articles MyCokeRewards Revamp ($42,522) will have a call to action portion for the MyCokeRewards website To attract and excite the multicultural youth market to participate so consumers can nominate themselves or others to be in future in the MyCokeRewards system, point allocation will be updated issues. At the end of each 5.5” x 8.5” catalog, a tear out poster and new rewards will be oﬀered. is update of MyCokeRewards of a creative execution will be attached. A new catalog will will further increase interaction between consumers and the be printed every nine weeks throughout the campaign, brand. as new material is submitted by the consumers. e The design of this 8-page catalog will consist of a Coke Rewards codes will still be placed on bottle caps and consumer will Side of Life line alongside the Coca-Cola modiﬁed 12/24-can cases; however, consumers will not know be more excited Dynamic Ribbon. how many points a cap is worth until redeeming the code. With the element of chance, people will about logging onto In order to foster more participation in the be more excited about logging onto the website to the website to see MyCokeRewards program, there will be a checksee how much the cap is worth. Point allocation how much the cap oﬀ box stating, “I want to receive more information will vary from 1 to 20 points, with the highest point is worth. about Coca-Cola events and promotions,” available values being the rarest. Rewards points will also be when an entry for a promotion is sumbitted. For given on MySideofLife.com for certain submmisions. the people who leave it checked, the MyCokeRewards is will create a new way for consumers to interact with catalog will be sent to them, up to 200,000 consumers, MyCokeRewards as well as build a unity between the two further promoting the MyCokeRewards program. sites. To build a connection between consumers and their rewards, many rewards will be customizable. Participants may use their points to get their favorite Coke Side of Life line printed on clothing such as T-shirts, sweatpants, sweatshirts, shorts and tank tops. ere will be an option to order personalized sports jerseys for an entire team or a single person made in colors similar to the creative executions. Other rewards will include: turntables, guitars, digital ﬁlm, video cameras, ﬁlm/sound editing software and gas cards. If users don’t see rewards they want, there will be a suggestion box on the website where they can submit entries of rewards they would like to see available. Coke Catalog ($167,612) 22 Point-of-Purchase ($956,772) To create an in-store presence and increase brand consumption, the campaign includes a variety of point-of-purchase displays. is tactic will integrate Coca-Cola into the consumer’s shopping experience from beginning to end. Point-of-purchase marketing will occur in grocery store chains and convenience stores, partnering with SUPERVALU and Its subsidiaries, including Jewel-Osco and Albertson’s. e POP incentives will be executed at ten of these designated SUPERVALU stores in each of the twelve cities for the campaign. e Coca-Cola modiﬁed Dynamic Ribbon and logo will be displayed on price tag shelving underneath CocaCola products and products that compliment the beverage, such as salty snacks, candy and frozen meals. Price rail signage will rotate every three months among four Coke Side of Life headlines from the new campaign. Floor decals of the modiﬁed Dynamic Ribbon and e Coke Side of Life logo will be placed at the entrance of the store and lead to the aisle displaying Coca-Cola Classic. Creative executions will be placed on overhead aisle markers, which display the diﬀerent products in each aisle; for example, the sign would read: “Water, Juice, Soda, Coca-Cola.” Lastly, conveyor belts in checkout aisles will be printed with creative executions every other month. Each of the 120 stores will have three designated checkout belts designed with the modiﬁed Dynamic Ribbon and new colors. T otal Direct Marketing Budget: $1,166,906 23 Promotions The multicultural youth market has consistently expressed their distaste with being bombarded by advertising. iDENTITY has taken an approach in which Coca-Cola is still effectively promoted, but consumers are encouraged to discover, share and shape their experiences by making the promotions fit their lives. The promotional approach grabs attention but still has an underground feel. It will grow strongest through word of mouth and social networking. “Message in a Bottle” The Coke Side of Life Widget Objective • Provide consumers with repeated interaction with e Coke Side of Life campaign • Enable simple access to MySideofLife.com components • Drive traﬃc to MySideofLife.com Execution Consumers will be able to download a MySideofLife.com widget - a computer desktop program that will deliver daily, personalized updates on diﬀerent components of the campaign: songs from Coke “Discovered,” new user-submitted Coke Side of Life phrases, local events and things to do, and user-submitted favorite websites. Strategy Multicultural youth want access to online content to be as simple as possible. By creating a program that automatically updates daily, MySideofLife.com users will be able to access parts of the website quickly and easily, even if they are not on the site at that moment. Tracking • Number of widgets downloaded and frequency of use will be tracked Dates: January - December 2008 Budget: No Cost Objective • Reinforce the spirit of e Coke Side of Life • Create new medium for user-generated content Execution Consumers will submit their Coke Side of Life quotes and stories onto MySideofLife.com. Selected messages will be printed on the inside of Coca-Cola Classic bottle labels and fridge pack tear-oﬀs where consumers will discover them after purchase. Strategy By allowing consumers to create messages that will be printed onto the product, Coca-Cola will invite consumers to directly interact with the brand and share their version of e Coke Side of Life. is promotion will drive web traﬃc and build brand health through personal consumer investment in the campaign. Tracking • Number of visits and submissions made to the “Message in a Bottle” page on MySideofLife.com will be tracked Dates: March – December 2008 Budget: In-House Production Costs 24 Promotions are spread evenly throughout the year to maximize campaign exposure. “The Chosen Few” Objective • Facilitate discovery and sharing among consumers • Increase exposure to creative executions • Directly link advertising to the product Execution One in ten Coca-Cola Classic bottles encased in a special full bottle plastic wrap that reﬂects the creative executions will be placed in vending machines. Each special wrap will read “Tell all your friends. Show oﬀ to your enemies. You just won a free Coca-Cola Classic,” with oﬃcial details listed below. e bottle cap will be redeemable for a free 20 oz. Coca-Cola Classic at any local retailer. 250,000 special bottles will be distributed, and the promotion will continue until supplies run out. Strategy With no advertising, this promotion will grow solely through word of mouth. e unexpected discovery of a free Coca-Cola, unique packaging and a message that encourages consumers to share the experience will create strong buzz. Tracking • Sales at vending machines will be tracked throughout the campaign • Number of bottle caps redeemed will be tracked at participating vendors throughout the campaign Dates: February & October Budget: $312,500 25 Promotions “Surfing in the Park” Objective • Provide wireless Internet access in new locations • Generate traﬃc to MySideofLife.com Execution Designated areas of a public park in each of the top twelve cities will have signs and benches wrapped in the Modiﬁed Dynamic Ribbon indicating that CocaCola will provide free Wi-Fi Internet access. e park locations were chosen for either their proximity to public transportation or because they are within walking distance of oﬃce buildings or schools. When the user ﬁrst connects to the Wi-Fi locations, he or she will be directed to the MySideofLife.com home page. Public Park Locations: • Chicago: Grant Park • Los Angeles: Griﬃth Park • New York City: Washington Square Park • Detroit: Belle Isle Park • Miami: Crandon Park Beach • Washington D.C.: Marvin Gaye Park • Houston: Market Square • San Diego: Balboa Park • San Francisco: Union Square Park • Philadelphia: Schuylkill River Park and Trail • Boston: Columbus Park • Atlanta: Centennial Olympic Park Strategy Free Wi-Fi provided by Coca-Cola in public parks oﬀers consumers an escape from the everyday oﬃce or classroom settings. e park environment combined with Wi-Fi allows for discoveries that may not occur indoors. Upon connecting, the prompting of the MySideofLife.com home page fuels interaction on the site and generates exposure for e Coke Side of Life campaign. Tracking • Web use will be tracked throughout the promotion Dates: January - December 2008 Budget: $32,820 26 “Show Us Your Space” Objective • Allow target to express their Coke Side of Life and share it with others • Attract college students and young professionals to MySideofLife.com Execution Members of MySideofLife.com can upload and share photos of their own creatively designed personal work or living space, which can include dorm rooms, oﬃce cubicles and other areas straight to the web. e MySideofLife. com community can then view and rate the unique spaces on a 1-10 scale. Upon rating a submitted photo, the viewer will instantly receive another image to rank in order to maintain the viewer’s attention. Strategy “Show Us Your Space” allows users to express their creativity among peers and gain new insight and discoveries viewers can implement into their own spaces. e underlying theme of “Show Us Your Space” focuses on interactivity among peers and Coca-Cola. e viewing and ranking of innovative spaces depicts unique and interesting paths down e Coke Side of Life. Tracking • Number of visits and submissions to the “Show Us Your Space” page on MySideofLife.com will be tracked by StatCounter • Number of votes and average ratings will be tracked for each space Dates: January – December 2008 Budget: No Cost “Carnival of Coca-Cola” Objective • Create buzz and awareness of Coca-Cola’s community presence • Create opportunities for youth to get involved and make an impact in their commuities Execution Teams of up to ﬁve participants, ages 13-24, are encouraged to apply for the chance to paint one of 30 ﬁberglass Coca-Cola bottles that will be displayed in their city. Press releases will be distributed to local newspapers, news stations, colleges and high schools in the twelve cities to spread word of the raﬄe. Applications will be accepted from April 1-15 on MySideofLife.com and 30 teams will be selected by random raﬄe from each of the twelve cities. Raﬄe winners will be notiﬁed by April 22 and a ﬁve foot ﬁberglass Coca-Cola bottle will be delivered to each group. Teams will have from April 22 to May 20 to ﬁnish painting the bottle with representations of their Coke Side of Life. Bottles will then be collected and coated with weatherproof enamel. All cities will unveil their 30 bottle carnival on June 1, 2008, accompanied by a Coke Side of Life laser light show. e laser show will be displayed on large buildings, projection screens or amphitheaters. e show will include interactive images, logos and phrases that reﬂect the creative execution. e “Carnival of Coca-Cola” display will continue throughout the summer until September 1 and ends with an auction beneﬁting the “Coke Cause” fund. Strategy By allowing consumers to be the creative brains behind each bottle’s decoration, Coca-Cola will encourage youth to share their Coke Side of Life with their community. Others will then discover the interests, hobbies and passions of youth in their city. e laser show’s unique draw will encourage discovery of the “Carnival of Coca-Cola.” Tracking • Number of applications submitted will be tracked on MySideofLife.com • Impressions will be tracked at the location of each Carnival Bottle Dates: June 1 – September 1 2008 Carnival Budget: $282,000 Laser Light Show: $390,000 27 Promotions Word Magnets/Daily Desk Calendar Giveaway Objective • Launch promotions campaign for • Reinforce daily brand interaction e Coke Side of Life Coke “Discovered” Objective • Create section of MySideofLife.com devoted to music • Allow consumers to shape the promotion through user-generated content Execution Coke “Discovered” is the music branch of MySideofLife.com that is focused on local, unsigned artists. ese artists will be able to upload their demos, create biographies and post concert dates to gain exposure in their local music scene. Users will be able to listen to new music, download songs from their favorite artists and vote on their favorite local music. Weekly podcasts and e Coke Side of Life widget will allow users to hear the latest submissions, and a weekly contest will allow one user to be the guest DJ for the podcast. In October, Coca-Cola will sponsor a concert in each of the top twelve cities featuring the three local artists with the highest ratings from their city. Users will be able to redeem points at MyCokeRewards.com for free concert tickets. e concert will be a chance for the artists to gain exposure and have the opportunity to make it big. “Coke Discovered” will also allow website users to interact with the brand and personally shape the promotion by choosing which artists will perform at the concert. Strategy ere is a lack of prominent Internet sites that focus exclusively on local, underground music. By creating individual web pages for each of the top twelve cities, “Discovered” will become a dynamic music source for the youth market in their local community. Users will be able to ﬁnd new artists and play a part in their community’s music scene by attending concerts, voting for their favorite songs and sharing the music with their friends. e website will be shaped by the users themselves through song submissions and votes. eir involvement in the promotion will be taken to an even further level when they attend the concert of the artists they voted for. Tracking • Number of visits, registrations, submissions, downloads, proﬁle views and votes made on the “Discovered” web page will be tracked • Number of attendees at each “Discovered” concert will be tracked Dates: January – December 2008; Concert held in October 2008 Budget: $600,000 Execution Street teams will distribute 2,000 calendars and word magnets in each of the speciﬁed twelve cities’ downtown areas. ese desktop tear-oﬀ calendars will feature a phrase or activity of how to live on e Coke Side of Life that extends from the creative executions. e interchangeable word magnets in the magnet poetry set will allow consumers to create their own Coke Side of Life phrases. Strategy ese giveaways will continually remind consumers how to live on of Life throughout the entire year. Tracking • Number of items given away and impressions will be tracked Dates: January 5 & 6, 2008 Budget: $246,240 e Coke Side 28 The Coke Side of Life Street T eams Objective • Bring creative executions to life in the real world • Reinforce daily brand interaction with Coke November - December • Creative: “I never hit the notes, but I always sing the loudest.” • Street teams will hold karaoke contests at college unions • Takeaway: Chance to win an in-home karaoke system Strategy e street teams will generate buzz through the surprise factor and interaction with the consumer. e takeaways build oﬀ the creative headlines and literally put Coke products into the hands of the consumers. Budget • Street Teams in Twelve Cities (6 people/city) • Boom Box Compressed T-shirts (500/city) • Compilation CDs (1,000/city) • Cannonball Posters (500/city) • $5 Gas Cards (200/city) • Disposable Cameras (100/city) • At-Home Karaoke System (1/city) $2,880 $ 30,000 $ 7,500 $ 1,800 $ 12,000 $ 8,400 $ 720 Total: $63,300 Execution Street teams will distribute promotional materials at the twelve targeted cities every weekend within each two month period. First Week of January • Pass out 365-day calendars and word magnet set March - April • Creative: “Headphones are selﬁsh. Share the love and bring back the boom box.” • Street teams will walk around city streets with a large boom box to attract attention Takeaway: Boom box-shaped compressed t-shirts May - June • Creative: “In the rhythm of life, don’t lie in the backbeat.” • Street teams will step dance in downtown areas • Takeaway: CDs of remix songs July - August • Creative: “Join the cannonball club. Meetings held daily next to sunbathers.” • Street teams will hold cannonball contests at local pools • Takeaway: Participating members will receive a poster exhibiting various cannonball techniques September - October • Creative: “Nothing’s better than an empty wallet and a car full of friends.” • Street teams will hand out gas cards to passersby • Takeaway: Gas card and Coke themed disposable camera that will encourage consumers to take pictures on their road trip Overall Promotional Tracking • Focus groups and surveys will be used to measure awareness, involvement and attitudes of the target related to all Coke promotions • Free media generated by Coke promotions will be tracked by impressions Budget Grand T otal: $1,926,860 29 Public Relations Multicultural youth want to take a more active role in their communities, but they often lack opportunities to make a difference. Public relations events allow multicultural youth to express themselves creatively while making a positive impact on the community. “The Coke Cause” ($20,000) “The Carnival of Coca-Cola” Auction ($3,000) An event will be held to auction oﬀ the decorated “Carnival of CocaCola” bottles from the promotional event in each of the twelve cities. e money raised at the auctions will be donated to the organization that the local campus’ “Coke Cause” supports. Posters and ﬂyers promoting awareness for this event will be posted around the twelve cities and personalized letters will be sent to aﬄuent businesses. Information will be available on the events section of the MySideofLife.com website. e auctions will also create a unique experience for the artists to see their work being shared with others who are helping to positively shape the world around them. “ e Coke Cause” is a service organization comprised of students located on twenty college campuses. Participating campuses were chosen based upon diversity and size. Colleges include: Boston College City University of New York DePaul University Emory University Georgetown University George Mason University Rutgers Stanford University Temple University Texas Austin University of Houston University of Illinois University of Iowa University of Maryland Baltimore University of Memphis University of Miami University of Nevada Las Vegas University of San Francisco University of South Florida Wayne State University PR will make community involvement a part of The Coke Side of Life. “Coke Can Creations” ($15,000) A leader will be chosen for each campus’ student group through an application process. Buzz for the applications will be created by postings on registered student organization websites and ﬂyers around campus. ese applications will be available for upload in the events section of MySideofLife.com and will be reviewed by a Coca-Cola representative. Coca-Cola will help sponsor an existing organization of the leader’s choice and its corresponding events through a donation of $1,000. Research found that 90% of 13-25 year-olds are likely to switch brands if associated with a good cause. Consumers can discover opportunities to help philanthropically and shape their communities by stepping up as leaders. “Coke Can Creations” is an event where multicultural youth create three dimensional sculptures out of Coca-Cola cans and bottles. Contestants will be allowed to use any Coca-Cola Classic, Diet Coke or Coke Zero can or bottle in order to incorporate a variety of colors in their sculptures. ese sculptures will be placed on display at YMCA centers located within the twelve cities of our campaign. An art show will be held at the end of May for the public to view these sculptures, which will be judged by a panel of representatives from Coca-Cola. e twelve winners will be sent on an alternative break trip sponsored by Coca-Cola. e trip will be focused on urban restoration and will be hosted by NYRP, the New York Restoration Project. Fliers promoting the event and creating buzz will be posted at local high schools, college campuses, art schools and popular urban areas. ere will be Coca-Cola products handed out at the art shows, along with Coca-Cola giveaways such as posters, art cases and portfolio holders. e “Coke Can Creations” event encourages youth to discover their creative side and share with others. e artwork will be shared among all participants through MySideofLife.com and during viewings at YMCA centers. is event provides a positive social experience to help and to shape the community. 30 T otal PR Budget: $38,000 Evaluation iDENTITY Advertising’s The Coke Side of Life campaign plans to meet and exceed Coca-Cola’s goals of increasing brand health and consumption by 3% in 2008. The following chart details how campaign performance will be measured. APPROACH Increase Brand Health TH INCREASE BRAND HEAL Define The Coke Side of Life EVALUATION Measure consumer perception of campaign through focus groups, point-of-purchase intercepts and surveys Measure free press generated in TV, radio and print from promotions Measure hits to website, amount of user submissions, and consumer participation in individual online promotions Measure web traffic, new-user registration, and new reward suggestion submissions Obtain free press and publicity Increase web traffic and participation in MySideofLife.com Increase traffic to MyCokeRewards.com Increase Consumption INCREASE CONSUMPTION Increase sales at vending machines Measure changes in sales during “The Chosen Few” and “Message in a Bottle” promotions Measure sales changes in stores with point-of-purchase executions and overall in-store sales Increase in-store sales 31 Campaign Wrap-Up Campaign Summary iDENTITY Advertising began planning e Coke Side of Life campaign by searching for an idea that would connect multicultural youth. Following exhaustive research, one clear characteristic emerged as the powerful force uniting this market. From there, the Social Networking Lifestyle was born. at lifestyle deﬁned a powerful creative strategy that perfectly united multicultural youth, the Coca-Cola brand and the Social Networking Lifestyle. iDENTITY’s attention-grabbing creative executions are ﬂawlessly on strategy. ey incorporate a modiﬁed Dynamic Ribbon to represent the brand along with headlines and active silhouettes that deﬁne the Social Networking Lifestyle and multicultural youth. Concept testing with these executions reaﬃrmed the impact of the creative. To ensure these executions reach the multicultural youth in a relevant way, iDENTITY’s media plan maximizes the impact of a limited budget. By placing the creative where multicultural youth are, the campaign will communicate a complete understanding of the Social Networking Lifestyle. iDENTITY’s e Coke Side of Life campaign is perfectly integrated into consumers’ lives. Production 5% Direct Marketing 7.8% Promotions 13% Traditional Media 30.3% Non-Traditional Media 43.4% Discover iDENTITY Advertising’s The Coke Side of Life campaign. Share the campaign with the multicultural youth. Shape the CocaCola brand to fit a new generation. Choose iDENTITY Advertising and live The Coke Side of Life. Budget Traditional Media $4,542,109 Non-Traditional Media $6,508,520 Media Production $750,000 Direct Marketing Total $1,166,906 Promotions Total $1,926,860 Public Relations Total $38,000 Contingency $67,605 Budget Total $15,000,000 32 Illinois 2007 NSAC T eam Co-Chairs Kim Peterik Jon Parise Frank Vanderwall Meghan Brattin Greg Morrison Sources American Advertising Federation Arbitron, Inc. Clear Channel Coca-Cola Fact Pack Harris Interactive Trends interTrend Magazine Publishers of America MarketingVox MediaMark Research Inc. Neilson News America Marketing SRDS Media Online Database Student Trends Spring Survey Teenage Research Unlimited Ypulse 2006 Study: Teens Connect 2000 US Census adver-belt.com cowpainters.com pelicanmagazineprinting.com picturerunner.com uberprints.com Special Thanks T o e Creative Department Peter S. Sheldon Jessica Jorsch Lindsay Hartshorn Jenna Scanlan Grant Keller Jenny Hogan Kate Johnson Nora Kaufman Matt Lyle Becca Han Matt Doherty Sam Schultz Andrea Kroeger e 2007 NSAC Team AAF: AdClub at Illinois Faculty Advisor To Steve Hall: We could not ask for a better advisor. Each and every year you continue to be an amazing source of help and guidance in this competition.