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Gayle While (Clemenger BBDO) & Rowena Newman's (ThinkTV) presentation at Mumbrella neXt
- 2. IAA BIG IDEA 2019 INTEGRATED MARKETING COMMUNICATIONS RECOMMENDATIONS PREPARED FOR COCA-COLA AUSTRALIA WORLD WITHOUT WASTE
- 3. Meet the Team Carla Arcuri Account Director Jasmine Lagudi Strategy Director Sophie Hobson Media Director Bernadette Flannery Research Director Leah Green Creative Director Pia Bates Graphic Design
- 4. The Story
- 5. Motivate long-term behaviour change Leverage “always- on” technology Get more plastic bottles into the CDS
- 6. Who are we talking to?
- 7. SWOT STRENGTHS WEAKNESSES THREATS OPPORTUNITIES Owned assets and partnerships (CDS) Major brand awareness & market leader Strong and enduring brand mission Vast portfolio of products Major brand awareness & market leader High consumer expectations Perceptions of irony Plastic’s PR problem Owned assets and partnerships (CDS) Major brand awareness & market leader Improved brand perceptions Vast portfolio of products Ingrained cultural recycling norms Lack of norm around connected packaging Perceptions of irony Plastic’s PR problem
- 8. Key Findings 64% HAVE NEVER ENGAGED WITH CDS 36% DO ENGAGE WITH CDS 63% don’t go because the yellow bin is easier 30% believe the effort isn’t worth the $ returned 25% forget CDS exists 36% DO ENGAGE WITH CDS 71% visit regularly 82% do it for the $ incentive 47% consider helping the environment a secondary benefit 64% HAVE NEVER ENGAGED WITH CDS 63% don’t go because the yellow bin is easier 30% believe the effort isn’t worth the $ returned 25% forget CDS exists 92% recycle using the yellow bin
- 9. SCEPTICISM COMPASSIONFATIGUE CDS Motivations A VAGUE, UNREWARDED CONTRIBUTION A TANGIBLE FINANCIAL REWARD
- 10. KEY BRAND INSIGHTKEY CONSUMER INSIGHT People see Coca-Cola as a global leader and expect BIG things Those who engage regularly with the CDS are excited to reach a meaningful goal THE KEY PROBLEM The burden of solving the world’s problems pushes people to take the most convenient option SINGLE MINDED PROPOSITION A collective and goal-driven approach to the CDS
- 11. CONNECT people to achieve shared goals TO MOTIVATE long-term behaviour change BY PROVIDING a new and customised means of recycling IN MOMENTS WHEN one bottle seems like it won’t make a difference STRATEGY IMC BIG IDEA
- 12. AWARENESS CONNECT & MOTIVATE ESTABLISH HABIT Consumer Journey
- 14. Awareness
- 16. Establish HabitConnect & Motivate
- 17. 2019/2020 MEDIA PLAN 26 2 9 16 23 30 6 13 20 27 5 12 19 26 DEC JANUARY FEBRUARY MARCH Messenger ChatBot Channel 9 (Tennis/News) Channel 7 (Cricket/News) Hamish & Andy Shameless She’s On The Money Facebook Instagram Influencers Billboards Shopping Centres Street Furniture KIIS FM MEDIARECOMMENDATIONS
- 18. Connected Packaging Budget: $500,000 BRANDING PACKAGING PRODUCTION CHATBOT GOAL CALCULATOR TOMRA FEATURE POD PRODUCTION Budget Breakdown Connected Packaging Recommended MediaRecommended Media $197,000 $344,000 $10,000 $5,000 $5,000 $135,000 $135,000 $25,000 $360,000 $256,500 $350,000 $40,000 Channel 9 (Tennis/News) Channel 7 (Cricket/News) Hamish & Andy Shameless She’s On The Money Facebook Instagram Influencers Billboards Shopping Centres Street Furniture KIIS FM $541,000 $20,000 $295,000 $966,500 $40,000 = $1,862,500 + $300,000 RECOMMENDED PRODUCTION BUDGET $2,162,500 = TOTAL RECOMMENDED SPEND OF
- 19. Measurement
- 20. Motivate long-term behaviour change Leverage “always- on” technology Get more plastic bottles into the CDS