This document outlines a proposed event called the ART AND MUSIC CHALLENGE 2011 by Coca Cola to build brand awareness and loyalty. The event would invite submissions in art and music related to Coca Cola, select the top 10 in each, and award prizes. It would include exhibitions of submissions, live art and music performances, and be held over multiple areas including an art gallery, outdoor space, and music dome. The event aims to reach Coca Cola's target demographics of art and music enthusiasts through promotional efforts including traditional media, social media influencers, and a mobile promotion vehicle.

1. ART
AND
MUSIC
CHALLENGE 2011

2. objectives
To create an unforgettable event for the
right target market
To maintain maximum brand awareness
To create positive words of
mouth
To build brand loyalty
through challenging event!

3. male 50% female 50%
Program target ABC 55% - AB 45%
18 - 40
art enthusiasts
Music enthusiast
trend leaders
young urban
socialites & celebrities
professionals
thrill seekers
opinion formers & active
informed, upmarket & engaged

4. strategic concept
Its a through the lines
program..
dedicate for those who's
into
ART and MUSIC!!

5. What its all about!!
Will invites readers to submit their own ART and MUSIC –
that involving anything about Coca Cola as a brand!!
special team and Coca Cola representative
will pick 10 best participants from each
categories and get amazing gift from Coca
Cola at the end!!!!

6. Coca Cola ART!!
Open for all kind of artist to participate!!

7. Coca Cola MUSIC!!
Open for all kind of musicians to participate!!

8. Program flow!!
judging reporting
• Recruitment • Winner ceremony
Promotion • Judge at work • Coca cola gallery • Media review
• Submit • Promotion • Outdoor event • Social media
recruitment Big bang

9. Participant recruitment!!
Program Promo at
traditional media!!
National News Paper
National and local Magazine
Radio Partners – 2 month before the event!
Postering and Flyering
Coca Cola Custom made van with 4 Coca Cola
Girls – 1 month before the event!
Also will be placed at Potential
places such as:
Campus, HOP, Art Gallery, Vendors
Etc – 1 month before the event!

10. Program Promo at
social media!!
TWITTER
Recruiting 10 potential influencers
Inviting people to follow Coca Colaofficial twitter id
Share information about the program via twitter
Testimony from influencers at twitter
Program teaser via twitter with hastag #CocaColaChallenge
Program Promo with hastag #CocaColaChallenge and Invitation giveaway via twitter
All twitter have to be retweet by influencers
FACEBOOK
Creating CocaColaChallenge fan page
Inviting people to be friends
Asking for “likes”
Sharing Picture and tag
BLOG
Inviting 4 well known bloggers
To write something about the product and inviting other to discuss
To write something about the event

11. The big bang!!
Will be held at semi outdoor venue
Will be divided into 3 different
area:
Area I
Coca Cola Gallery
Area II
Art in Action
Area III
Coca Cola Music Dome
Epicentrum, kuningan!

12. The Coca Cola Gallery!!
Will be using white palette to create clean atmosphere and bring
the art to life!!
Displaying 50 best artist from the Coca Cola Art challenge, 5 talented local
artist and 5 international artist!!
Will be held for 1 week and also as a press conference venue!!

13. Art in action!!
Will be held at the outdoor area, inviting local talented artist to do
their talents live – 1 day events!!

14. The Coca Cola Music Dome!!
Held right inside the Epicentrum dome, with coca cola
Box shaped stage – size 10m x 6m (30.000 watt sound
system)!!
Visual mapping out side the box and led back drop to
lighten up the stage!
Inviting 5 local talented and
2 international well known
indie band!
Giant coca cola bottles with
led lights
Humanoids and Coca cola
girls
Coca cola bar and lounge

15. Closing!!
Next Step
Extra Concept Development
Time Line and Budgeting
Looking forward to hear from you!!
st
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