Promotion of Coca - Cola Nhóm Thành viên: Đoàn Thị Hồng Nhung Nguyễn Thị Miên Nguyễn Thị Khánh Linh Phạm Thị Thanh Tuyết Nguyễn Thị Thùy Category Introduce Coca - Cola “ Hello Happiness” Campaign “ Small World Machines” Campaign Introduce  The Coca–Cola company • American multinational beverage corporation • Best know: product Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia • 1889 : Asa Griggs Candler bought the Coca-Cola formula and brand • 1892: the Coca-Cola company was incorporated  Coca-Cola • Carbonated soft drink • Often referred to simply as Coke (kola nuts, a source of caffeine, and coca leaves) • The Coca-Cola Company only produces syrup concentrate • In 2013, over 200 countries worldwide, 1.8 billion company beverage servings each day • 2015, Coca-Cola was the world's third most valuable brand 2 HELLO HAPPINESS 01 INTRODUCE 03 02 RESULTS CONTENT 04 EVALUATE 2.1 INTRODUCE TIME 3/2014 4/2014 5/2014 special phone booths Took them down Video PLACE DUBAI, UAE 2.2 CONTENT Target Audience Mediums of Advertising Advertising Objectives  Advertising Message TARGET AUDIENCE • Workers • From: South Asia • Extremely low wages • Young people • Use social networks • Interest in the product, the company and the lives of those migrant labour ADVERTISING OBJECTIVES REMIND ADVERTISING MASSEAGE 01 Content 03 - Title: Hello Hapiness Structure- Attractive: Emiontional & Ethical 02 Form VIRAL FILM • Color: White and Red • Sound: melody, soothing • Image: realistic, sharp MEDIUMS OF ADVERTISING OUTDOOR ADVERTISING • Advantages: Flexibility; high repeat exposure; low cost; low competition • Limitations: Limited audience selectivity; creative limitations INTERNET • Advantages: High selectivity; interactive possibilities; relatively low cost • Limitations: Relatively new media with a low number of users in some countries 2.3 RESULTS 140,000 minutes  million views, 14,000 tweets, 45,000 shares and 67,000 likes   Over 820 million media impression 04 1.5 million dollars 13.55% increase in brand love, with 6.7% more weekly drinkers,amongst South Asians in the UAE  2.4 EVALUATE Weaknesses Strengths S T W w O HAPPINESS >< Coca Cola - the carbonated soft drinks is not conducive to human health At least one human rights expert finds Coke’s “Hello Happiness” commercial “odious” Negative comments “Small World Machines” campaign Introduce Content Results Evaluate 3.1 Introduce W c am d ? y h pa Why did coca-cola this campaign in Indians and Pakistanis? n g i machines: south dehli and karachi Make video 3.01 minutes ls i a In march, the vending machines t e were placed 3.2 Content Target audience Advertising Objectives Advertising Message Mediums of Advertising Target audience Resident in India and Pakistan like experiencing new things willing to share the love & friendship Nội dung 05 Advertising Message: remind Nội dung 06 Advertising Message 01 Slogan: what unites us is strong than what sets us apart 02 Message: bring people together despite their distance Mediums of advertising ct e r Di a ng i s rti e dv ia c So ia d e m l Through the vending machine Facebook Twitter Youtube 3.3 Results Direct Twitter Facebook -19th of May 2013 youtube - million views and 3000 comments - First 15 days , 26205 likes, - 6608 shares - Roughly 1,7 million new likes Top trending days, Over 10,000 Cokes were distributed 3.4 Evaluate • Coca Cola dared to something different, bringing two conflicting nations together is truly something unforgettable and unprecedented • The captured the moment with all the emotions happiness and positivity NEW WORDS • VIRAL FILM • FREEBIE • VENDING MACHINE • PORTAL • HANDS TO HANDS CONNECTION [...]... EVALUATE Weaknesses Strengths S T W w O 1 HAPPINESS >< Coca Cola - the carbonated soft drinks is not conducive to human health 2 At least one human rights expert finds Coke’s “Hello Happiness” commercial “odious” 3 Negative comments 3 “Small World Machines” campaign Introduce Content Results Evaluate 3.1 Introduce W c am d ? y h pa Why did coca- cola do this campaign in Indians and Pakistanis? n g i... l Through the vending machine Facebook Twitter Youtube 3.3 Results Direct Twitter Facebook -19th of May 2013 youtube - 3 million views and 3000 comments - First 15 days , 26205 likes, - 6608 shares - Roughly 1,7 million new likes Top trending 3 days, Over 10,000 Cokes were distributed 3.4 Evaluate • Coca Cola dared to do something different, bringing two conflicting nations together is truly something... Objectives 2 Advertising Message 3 Mediums of Advertising 4 Target audience Resident in India and Pakistan like experiencing new things willing to share the love & friendship Nội dung 05 Advertising Message: remind Nội dung 06 Advertising Message 01 Slogan: what unites us is strong than what sets us apart 02 Message: bring people together despite their distance Mediums of advertising ct e r Di a ng i s rti