3. Leverage relationships with both the All Blacks & Rugby World
Cup 2011 to drive volume & increase brand love for the Coke
TM in the biggest year in New Zealand’s rugby history
Spirit
of the Game at an
all time high in 2011
The Team
All Blacks
The Event
Rugby World Cup
The Fans
2011 Overarching Rugby Strategy
New Zealand
4. All Blacks Bound By
Black
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Coke TM Rugby Calender 2011
All Blacks Bound By
Black
Promo Comms
OOH
Countdown
Hidden Bottles
May 9 – Sep 25
On-pack promotion
Shopper Comms
Mid Sep – Oct
Customer
Tailor mades
Activation
Coke Zero & Coke Classic Facebook & SEARCH
In-store
TV
Coke ‘TACKLE’ TVC
Airport
Sampling
Promotions
All Blacks
Bound By
Black
On-pack Promo 15”
TVC
“Unsung heroes”
TV3 promo
Outer-Store Red Zone & Red Roads Store Refurbish
Happiness
Truck
RWC OOH
Classified - Internal use
Digital
5. Classified - Internal use
Uniting the rugby supporters of the world through
playful celebration of their shared passion for rugby
ensures Coke is seen as essential refreshment in the
unique camaraderie of Rugby World Cup.
Campaign Idea
6. • “Tackle” TVC
• Airport sampling
• High Impact OOH
• “Red Roads” Key Store Activation
• Rugby Ambassadors
• Media partnership/secret
bottle
• Facebook
• PR – Consumer
• Surprise and Delight Activation
Likeability
Awareness
Interaction
• National on-pack promo & customer specific activations
• 15” promotional TVC supporting promo
• In-store Shopper activation
Overview – Consumer Touchpoints
Loyalty
In 2011,
COKE is at
the heart of
Rugby
Celebrations
7. ATL brand comms take the celebration
message to the masses
Awareness
TV
“Tackle” TVC – 45”
and 30” launching
June
OOH
LikeabilityInteractionLoyalty
High impact OOH in key
foot & motor traffic sites
“Red Roads”
Generic Rugby Shopper
Comms across IC
channel
Airport Sampling
Start the
celebration
JUN JUL AUG SEP OCT
8. On-air Summary TV
May Jun Jul Aug Sep Oct
1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 2 9 16 23
TACKLE 45”
TACKLE 30”
PROMO TVC 15”
UNSUNG
HEROES
Call to action ads
UNSUNG
HEROES
Hero clips
A MASSIVE 6 month on-air presence in the market for COKE Classic
from May through to October
9. Classified - Internal use Classified - Internal useClassified - Internal useClassified - Internal use
Awareness LikeabilityInteractionLoyalty
On-pack Promo incentivises increased
frequency of purchase
• Largest ever on-pack promo for 20 weeks across Coke TM & Sprite
• Hugely compelling prize pool – 100 x Ticket Prize Packs (2 people per pack)
Quarters, Semis and Finals tickets with accommodation & flights
• Supported ATL with media partnership to maintain consumer interest
• Strong customer specific programme
following on-pack promo
• Massive in-store shopper marketing support
• 15” Promotional TVC to support
10. National On-Pack Promotion May 9th – Sept 29th
Classified - Internal use Classified - Internal useClassified - Internal useClassified - Internal use
Celebrations
Celebrations
Long W’end
Celebrations
Long W’end
Celebrations
Christmas
Celebrations
Footy
In-Store
• Shopper Marketing
• Consistent messaging across path to
purchase
MAY JUN JUL AUG SEP OCT
Key Visual
15 Second
Promotion Ad Brands Labels
40 Doubles to the
¼ Finals
30 Doubles to the
Semi Finals
30 Doubles to the
Finals
On-pack Promo incentivises increased
frequency of purchase
13. Secret Bottles
Instant Win
Enhance & drive 20 week activation in store
Exclusive use of the Mechanic “secret bottles”
5 RWC finals packs to be won instantly “ hidden” instore
Instant win to be found in store eg Source Tags or a unique bar code
Massive PR opportunity
OUTSIDE BROADCAST
WITH RADIO PARTNER
MASSIVE STOCK
WEIGHT
MAILER ACTIVITY
14. Media partnership drives awareness
of on-pack promotion while offering a
community engagement programme
Money cant buy unique Coke Experience
Awareness LikeabilityInteractionLoyalty
• Led by our COKE rugby ambassadors – one TV personality
& one ex All Black
• Consumers submit an application for their unsung rugby
hero - someone who they believe deserve tickets to a RWC
final for their contribution to rugby in their local community
•RWC ambassadors surprise the winners who are captured
on air & played in a first-in-break ad slot with the TV3 6pm
news
• 4 prize packs are to be won (each with two tickets to the
finals, flights, accommodation and spending money)
• Coke RWC on-pack promotion is profiled via the same show
16. Red Zones
Picture of Success
This picture shows the
minimum required
activation for any route
customer during the
REDZONE project.
ActivationChecklist
1. Fridge(s) First in flow & in Hotspot
2. Fridges relayed and activated to standard
3. Exclusive Internal Signage activation (current POS)
4. Take Home CSD Display (Min 10 cases) in prominent location in store.
5. Impulse unit (or exclusive rights to an impulse unit)
6. Powerade rack orWater Rack
7. Combo Activation
Tier 1 outlet branding – Picture of Success
RoofTop Sign
Facias
Example of external activation shown below
UnderVeranda Sign
17. “With COKE ZERO it’s possible to inspire a whole
nation to show their support of the All Blacks”
Key Objectives
Classified - Internal use 17
Drive trial with a targeted
sampling campaign
Strengthen brand love via
association with All Blacks
NEW TVC
Drive brand equity
and connect with
the All Blacks
Bound By Black
Roadshow
Deliver trial and
conversion via sampling
Coke TM Promo
Deliver volume
targets for 2011
18. Awareness
• TV /Cinema
• Interactive Out
of home
Involvement
• Digital Facebook
+ Microsite
• Nationwide
Road Show
Taste / Trial
• Large Trial
Sampling
Public
Relations
BOUND BY BLACK
Touch Points
• Celebrates
Classified - Internal use
