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”.

11. II. IMC OBJECTIVES
1. SWOT ANALYSIS

12. • Having a great
advertisement
& marketing
campaign.
• Other companies
inventing new
products which
are healthier &
more innovative
than Coke Zero
Sugar.
• A soft-drink,
which is widely
known as
unhealthy
• With lots of
sugar.
• Having Coca-
Cola Company
as a main
brand.
• Good looking
packaging
Strengths: Weaknesses:
OpportunitiesThreats

13. 2. MARKETING
OBJECTIVES
Gain strong emotion coverage in
experiential campaign than
depend fully on social media
Achieve high reach, enjoyment,
engagement on Youtube and
some kind of social media
Create excited and positive
“word of mouth”
Raise awareness for James
Bond “Sky fall” and drive “brand
love” with strong and relevant
central campaign idea “Coke
Zero drives you to unlock the
007 in you”

15. IMC objectives:
Action
Desire
Conviction
Comprehension
Awareness
3. IMC OBJECTIVES

16. AWARENESS
• The communicator’s task is to build awareness between
Coke Zero name recognition and James Bond lasted movie
• With 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.

17. 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.

18. 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.

19. 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.

20. 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.

21. 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.

22. III. IMC IMPLEMENTATION

23. • No target a specific segment.
• Trying to target health-
conscious consumers.
• Age: 12-30 years old
Fans of James Bond series.
1. TARGET AUDIENCE

24. GEOGRAPHIC
Antwerp
Central
station in
Belgium.
DEMOGRAPHIC
Launched on
Youtube Oct 18,
2012.
“Want a chance to
win exclusive
tickets to Skyfall?”
- 70 second
challenge to race
through obstacles
to platform 6.
PSYCHOGRAPHIC
Film: Act like
James Bond.
(men)
Brand: Trying
to prove it's
positive
products.
BEHAVIOURAL
Drink
numerous
cans per day
Semi-aware
of calorie
consumption
2. RELATIONSHIP OF TARGET
AUDIENCE AND TARGET MARKET

25. 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

26. • 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

27. 4. COMUNICATION
MESSAGE

28. • 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

29. MESSAGE AND
DESIGN EXECUTION

30. • 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

31. 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.

32. 7. TONE AND MOOD

33. 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”

34. MOOD
Extremely positive
response
• 70 people attempted
the mission
• A video showing the
successful attempts
immediately went
viral with 5.3 million
views and 44,692
likes in just 7 days
• Widespread positive
coverage on blogs
and social media.
Touch into men’s
desire to be James
Bond
• The campaign
center on a strong
insight
• Brings the desire to
life
Experience matters
more than free tickets
• Indeed, everyone
noted that they
would love to
participate not for
the chance to win
free tickets (only €
8-10 each)
• But to experience
the thrill of being a
secret agent, if only
for 70 seconds.

35. 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.

36. • 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.

37. 9. CAMPAIGN TIMELINE
Number Tools Total posts
TVC - Introduce Coke Zero and James Bond icons
1 Youtube Published on 26th
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

38. Number Tools Total posts
3 Facebook fanpage Announced the
upcoming event
4 Youtube 18th 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

39. 10. MERCHANDISE
• Limited-edition bottle
• Given to every participant
• During the Coke ZERO 007
campaign

40. 11. CONSUMER
DECISION JOURNEY

41. THE STEPS
STEP 1
• Evaluation of all different brands (e.g. Pepsi, Coca-Cola &
Lipton)
STEP 2
• Narrow down evaluation list (e.g. Customer decides they do not
want Lipton)
STEP 3
• Moment of purchase: customer finally decides (e.g. to buy
Coca-Cola)
STEP 4:
• Post-purchase phase: either positive or negative (e.g. did the
consumer have a great feeling when drinking COKE ZERO?)

42. 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?