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
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 wasnt 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.
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 countrys 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.
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
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
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
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
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 Indias 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 Indias 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.
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.
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 "were 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.