Talking about social causes is
           not always something sad




Wednesday, 21 July 2010
The Coke side of Charity is




Wednesday, 21 July 2010
The Coke side of Charity is
                          HAPPINESS
         Coke has the social responsibility of bringing mo...
Giving hapiness to those
  who need it most…
                          …when need it most




Wednesday, 21 July 2010
The Happiness Factory
                     Foundation
        Joining the world          With a common goal             In...
Why Christmas?




Wednesday, 21 July 2010
Why Christmas?


                          Children




Wednesday, 21 July 2010
Why Christmas?


                          Children
                                     Consumer




Wednesday, 21 July 2...
Why Christmas?


                          Children
                                     Consumer



                     ...
Why Christmas?


                             Children
                                        Consumer

                 ...
Communication task




Wednesday, 21 July 2010
Communication task

                          Engage




Wednesday, 21 July 2010
Communication task

                          Engage to provoke




Wednesday, 21 July 2010
Communication task

                          Engage to provoke
                           Release your Christmas spirit,
...
Deliverables




Wednesday, 21 July 2010
Deliverables



                             Traditional   Phase I:
                                           •Core Creat...
Deliverables



                                      Owned
                                                       Traditi...
Deliverables



                                      Owned
                                                              ...
We want                  Big Numbers
                           Consumer Response


                      200 x a/endants ...
We want                  Big Numbers
                            Consumer Response


                      200 x a/endants...
We want                  Big Numbers
                             Consumer Response


                      200 x a/endant...
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07

  1. 1. Talking about social causes is not always something sad Wednesday, 21 July 2010
  2. 2. The Coke side of Charity is Wednesday, 21 July 2010
  3. 3. The Coke side of Charity is HAPPINESS Coke has the social responsibility of bringing more happiness to the world Top 5 in leading companies Top 5 in respected companies Top 25 in corporate response Wednesday, 21 July 2010
  4. 4. Giving hapiness to those who need it most… …when need it most Wednesday, 21 July 2010
  5. 5. The Happiness Factory Foundation Joining the world With a common goal In the biggest Christmas celebration Translating Coke’s philosophy into consumers action Wednesday, 21 July 2010
  6. 6. Why Christmas? Wednesday, 21 July 2010
  7. 7. Why Christmas? Children Wednesday, 21 July 2010
  8. 8. Why Christmas? Children Consumer Wednesday, 21 July 2010
  9. 9. Why Christmas? Children Consumer Brand Wednesday, 21 July 2010
  10. 10. Why Christmas? Children Consumer Business Brand Wednesday, 21 July 2010
  11. 11. Communication task Wednesday, 21 July 2010
  12. 12. Communication task Engage Wednesday, 21 July 2010
  13. 13. Communication task Engage to provoke Wednesday, 21 July 2010
  14. 14. Communication task Engage to provoke Release your Christmas spirit, their happiness depends of you. Wednesday, 21 July 2010
  15. 15. Deliverables Wednesday, 21 July 2010
  16. 16. Deliverables Traditional Phase I: •Core Creative Idea Media •Proof of concpets for global applications in TV, outdoor and digital Wednesday, 21 July 2010
  17. 17. Deliverables Owned Traditional Phase I: Media •Core Creative Idea Media •Proof of concpets for global applications in TV, outdoor and digital Phase II: •Earned media and free publicity initiatives. •POS, trucks, vendings, labels etc Earned Media Wednesday, 21 July 2010
  18. 18. Deliverables Owned Traditional Phase I: Media •Core Creative Idea Media •Proof of concpets for global applications in TV, outdoor and digital Phase II: •Earned media and free publicity initiatives. •POS, trucks, vendings, labels etc Earned Media Phase III: Deployment Tool Kit Wednesday, 21 July 2010
  19. 19. We want Big Numbers Consumer Response 200 x a/endants = 10MM countries 50M smiles Earned Media 5X(        ) Media Investment Wednesday, 21 July 2010
  20. 20. We want Big Numbers Consumer Response 200 x a/endants = 10MM countries 50M smiles Earned Media 5X(        ) Media Investment Supported by Coke we can do it! Wednesday, 21 July 2010
  21. 21. We want Big Numbers Consumer Response 200 x a/endants = 10MM countries 50M smiles Earned Media 5X(        )Media Investment Supported by Coke we can do it! With your creativity will be a piece of cake! Wednesday, 21 July 2010

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