1. Drink. Save. Feel

2. Campaign Brief
• Coca Cola is bringing the Coke Zero to the Indian market. The task is to develop a highly
disruptive digital campaign around the launch of this new cola and make it the next
generation cola, a choice for young men.
• Coke Zero is more than a great tasting soft drink. It will be a “cool, reference brand” for
young men.
• Coke Zero is not a Coca Cola line extension – it is launching a Mega Lighthouse TM. If regular
Cola was a PC, Coke Zero is a Mac.
• Product positioning: Edgy, disruptive, black, cool, intense.
• Target Audience: 25 + Male who is:
– Highly social, Passionately purposeful, Untamed at heart.
– He likes colas but might be tempted to leave the category
– Shares the brands full-on values of intense, confident, gutsy, upbeat, bigger-brighter-better
– Someone who wants to live a life worth remembering and live out his passions to the limit
– Live each moment with intensity

3. Overview: It’s all about the social in the business
• In India, where more than half of the population, including its burgeoning cities, has no
access to clean water, Coke Zero will launch by weaving in messaging that addresses both its
business and social goals.
• Water, clean and safe water, is at the heart of any Coca Cola product – disruptive or
otherwise – and remains a crucial subtext for all its market forays in new markets, in
particular the developing world.
• It may be noted that the company has been facing a public-relations nightmare caused by its
own thirst for water, the largest ingredient in most of its more than 400 beverage brands.
Coke and its bottlers use more than 73 billion gallons of water per year, attracting fierce
criticism even though their water usage is down 9.4% since 2002, despite a 10% volume
increase.
• Nowhere is the criticism of Coke more severe than in India, where, amid a drought in 2004,
government officials forced the company to close a bottling plant after local communities
alleged the facility was draining needed groundwater. Coke denies the charges and says an
Indian government study concluded its plant wasn't using excessive amounts of water.
• The Coke Zero social media campaign will use social media tools and platforms to first
educate both urban and semi-urban communities on the need to build rainwater-harvesting
structures to alleviate chronic water shortages, while highlighting it current water-efficiency
measures.

4. Zero Tolerance: Save Water
The campaign will use a mix of social media tools and platforms to create a campaign that
focuses on the “Social-in-the-Business “ goals for Coke in India with Coke Zero. It will
highlight possibly the following:
• Coke has 70 community water partnerships in 40 countries with groups such as CARE and
U.S. Agency for International Development.
• Kenya: Providing water supplies, treatment and storage systems, sanitation and hygiene
education in schools and four communities in a western Kenyan province.
• Mali: Helping extend municipal water taps from the country's capital, Bamako, to outlying
communities.
• India: Investing in 270 rainwater harvesting structures, with 50 more planned this year.
Source: The Company
• The campaign will also highlight some of its clean-water projects in 40 countries, a service it
hopes will eventually boost local economies and broaden its consumer base, but also build
Coke’s image as a local benefactor and global diplomat.

5. Big Idea: Isn’t it time you rode your own wave?
Coke Zero
Drink. Save. Feel
• The social messaging will be accompanied by Coke
Zero visuals and messaging
(videos/podcasts/content) that embody what Coke
Zero really is all about:
• - Being healthy
- Being wild, yet responsible
- Being intense and passionate
- Being purposeful, yet open to new ideas
• - Being social, yet willing to pick up a fight just for the
heck of it
- Riding the crest of a high wave; making it your own

6. Fun-da-Mentals
• Do an online audit on the product :
– Who is talking and what?
– Platforms/Blogs/Forums
– Check the online buzz
• Create the buildup approach:
– Series of videos to be shot without revealing the product
– First Video to be aired 10 days before the launch of the
product
– Second to be aired 5 days before the launch
– The final video would be aired simultaneously with the
launch
– Use platforms such as Facebook , Twitter & YouTube
• Preparation of the platforms without publishing
– Customizing the FB page with Tabs, Contents
and details

7. Fun-da-Mentals
• Influencer Outreach and Engagement :
– Preparation of a list of influencers who we will invite to the
launch
– Post Launch, live review of the product which will feature
across our social platforms (podcasting)
• Customizing details of the Facebook page :
– An attractive landing page Theme “ The next big thing in
fitness”
– Integrated link to the YouTube Channel
– Contest Tab : A contest that will be run when the product is
launched
• “Shape Up With Zero” – fans who want to get fit will
share their videos with us and they would share how
Coke Zero has bought a change to their life.
• Three best videos will be selected by us
• The winners would be trained by our fitness trainer for
3 months “
(Diet / Exercise Routine)
• Training videos would be shot and would be uploaded
on the social platforms (Facebook/YouTube) every
week

8. Fun-da-Mentals
• Integration with Media:
– Website
• Recommending tools to make website / micro-
site social media-friendly
Eg: Facebook connect, Leave us a tweet
using Twitter, etc.
• Integration with communication:
– Use of social media platforms in ads and
communication
Eg: Join us on FB to participate in the Coke
Zero launch contest

11. A Digital Approach For Siemens India
• Overview :
The Siemens Group in India is today a leading inventor, innovator and implementer of
leading-edge technology enabled solutions operating in the core business segments of
industry, energy and healthcare and is clearly participating in India's growth and rise as a
global superpower. The following numbers demonstrate its focus and commitment in
India:
• 22 group companies
• direct employment to over 17,000 people
• 18 manufacturing plants
• a wide network up of sales and service offices across the country
• over 500 channel partners in a partnership that is growing fast
• Key Challenge:
As it participates in India's growth story a key challenge for the company is its ability to
manage this growth for all its key internal and external stakeholders, crucial among these
being employees (creating jobs & employment); shareholders; customers and partners.

12. A Digital Approach For Siemens India
• A social media campaign could ideally look at two stakeholder buckets like, for
instance:
 Employees & Partners (ensuring sustainability) - please note that sustainability need
not always mean anything to do with climate, environment and emissions from an
external stakeholder perspective. Instead, it should focus on and include sustainability
programs for internal stakeholders like employees and channel partners.
 Shareholders & Customers (ensuring profitability) – this is a mix of
external/internal stakeholders, where the campaign could focus on messaging that
highlights the growth of Siemens India as a corporate entity in India in comparison with
competition; its growth plans and usual suspects that are part of corporate messaging
• A variety of social media tools and platforms could be employed to drive
intelligent conversations with these stakeholder groups and subsequently create
online champions or mavens in each group, including of course the media.

13. Siemens India Corporate Blog
• The Siemens India corporate blog is a wonderful resource of information
and has the fundamentals going for it. However, and please correct me if I
am wrong, corporate website that host blogs often treat this wonderful
platform simply as an extension of the site itself, a means to 'give a facelift'
and essentially say "we're active on social media". The truth is far from it.
Often, many MNC corporate websites running their own blogs have so
much information just running on them that they lose focus and are all over
the place.
• It is important for corporate blogs to have an individual identity (like an
microsite), with focused content and messaging that integrates with
external conversations run by pressure groups and key stakeholder groups.
It is important that Siemens India is able to drive intelligent dialogue to
'influence' in a way that it affects business and profitability.
• I would not say that the Siemens blog needs drastic improvements though
the need is to use social media for both backward and forward
integration between internal and external groups. A quick look at the blog
posts show that there is a limited following and appears simply to be a cut
and paste job from approved messaging and content.