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Classified - Confidential
Just Dance Now with Coca-Cola
Alban Dechelotte Responsable Partenariats chez Coca-Cola,
Vincent Coudert Responsable Partenariats Ubisoft et Valeria
Herzer de Havas Sports & Entertainment
“How we made 10M teens dance”
Havas Sports & Entertaiment
Classified - Confidential
TWO PROBLEMS: TEENS ARE NOT MOVING ENOUGH!
80%of 12–15 year olds are
not meeting the
WHO Recommendation
of 1 hour of Moderate Activity per day
We know Movement = Happiness
So we wanted to help teens move
To this
From this…
Havas Sports & Entertaiment
Classified - Confidential
AND COKE NEEDS TO RECONNECT WITH THEM
‘COKE TALKS TO EVERYONE, NOT TO ME’
NWEN QUAL RESEARCH
BUT WE ARE LOSING THEIR LOVE
=
TEENS = THE ENGINE OF
OUR BUSINESS
IN TERMS OF PER CAPS AND LIFE TIME VALUE
Havas Sports & Entertaiment
Classified - Confidential
MUSIC MOVE DANCE
=+
INCREASE OUR EFFORTS TO PROMOTE A HEALTHY ACTIVE LIFESTYLE
By leveraging
teens’ love of dancing,
music and gaming
WE COULDN’T SIT & WATCH SO WE DECIDED TO ACT!
Havas Sports & Entertaiment
Classified - Confidential
INTRODUCING JUST DANCE
Havas Sports & Entertaiment
Classified - Confidential
PARTNERNING WITH COCA-COLA ON THE LAUNCH OF THE
MOST ANTICIPATED INNOVATION: JUST DANCE NOW
Havas Sports & Entertaiment
Classified - Confidential
FROM = CONSOLE GAME
PLAY ANYWHERE, ANYTIME,
WITH AN UNLIMITED NUMBER OF FRIENDS
TO = MOBILE GAME
4 PLAYERS
Smartphone as a controller
with any connected screen
BRINGS UNIQUE COCA-COLA EXPERIENCE
TO THE JUST DANCE NOW GAME EXPERIENCE
1 free song
The only one
always available:
“Find your Move”
Challenge
‘Move more
to unlock
a 2nd song’
Havas Sports & Entertaiment
Classified - Confidential
https://www.youtube.com
/watch?v=XGbyJZ3d70Q
https://www.youtube.com
/watch?v=bbGXHUIsJI4
WE STAGED A DANCE-OFF IN PARIS FEATURING INTERNATIONAL
HIP-HOP STARS ‘LES TWINS’
And a few days later
we launched the
Coke + Just Dance Now film
We surprised people with a secret Coke red box.
A crowd gathered and The Twins showed up.
They all joined in the dancing on Just Dance Now.
A REAL LIFE DEMONSTRATION OF “MOVEMENT IS HAPPINESS”
Havas Sports & Entertaiment
Classified - Confidential
AND LAUNCHED THE CAMPAIGN WITH A SEEDING, INFLUENCER
AND PACK STRATEGY ACROSS NWEN
Limited edition cans
with QR code
to download the app for free
350 Limited Edition
Boxes sent
to influencers
A TEASER TO GENERATE
ANTICIPATION FOR
THE FILM LED TO 1.3M
VIEWS PRE-LAUNCH
Les Twins
at the Press Conference
To generate views
To generate conversation
A PRESS CONFERENCE
WITH LES TWINS
DROVE VIEWS AND
CONVERSATIONS
INFLUENCER STRATEGY
TO ENGAGE KEY
COMMUNITIIES
DOWNLOAD JUST
DANCE NOW
FROM 250ml CANS
our teen recruitment pack
Leverage Partners’
communities
Havas Sports & Entertaiment
Classified - Confidential
WE OBTAINED INCREDIBLE RESULTS WITH OUR HERO FILM
THAT OUTPERFORMED OUR EXPECTATIONS
65%BRAND
RECOGNITION
11.5M
VIEWS
20%
ORGANIC VIEWS
3rd
MOST WATCHED FILM
IN COKE HISTORY
92%RATIO LIKE / DISLIKE
Our European best practice on YouTube
Havas Sports & Entertaiment
Classified - Confidential
MAKING STAKEHOLDERS AND GATEKEEPERS AWARE
OF OUR COMMITMENT
MEDIA REACH
66M
potential contacts
63
CLIPPINGS
TOP 10
BRANDED
VIDEO
TOP 3
VIRAL VIDEO
CAMPAIGNS
95%
Brand
Quotation
THE FR MOST
POPULAR AD
Havas Sports & Entertaiment
Classified - Confidential
INSPIRING MILLIONS OF TEENS TO MOVE IN A FUN
AND ENGAGING WAY FOR FREE THANKS TO COCA-COLA
FIND YOUR MOVE
has been played
+4 M times
generating
12 M minutes
of dance
+12M*
downloads
with Coke integration
Havas Sports & Entertaiment
Classified - Confidential
Contact
Havas Sports & Entertaiment
Classified - Confidential

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TENDANCES BRAND CONTENT 2015 : Just Dance présenté par Alban Dechelotte de Coca-Cola

  • 1. Classified - Confidential Just Dance Now with Coca-Cola Alban Dechelotte Responsable Partenariats chez Coca-Cola, Vincent Coudert Responsable Partenariats Ubisoft et Valeria Herzer de Havas Sports & Entertainment
  • 2. “How we made 10M teens dance” Havas Sports & Entertaiment Classified - Confidential
  • 3. TWO PROBLEMS: TEENS ARE NOT MOVING ENOUGH! 80%of 12–15 year olds are not meeting the WHO Recommendation of 1 hour of Moderate Activity per day We know Movement = Happiness So we wanted to help teens move To this From this… Havas Sports & Entertaiment Classified - Confidential
  • 4. AND COKE NEEDS TO RECONNECT WITH THEM ‘COKE TALKS TO EVERYONE, NOT TO ME’ NWEN QUAL RESEARCH BUT WE ARE LOSING THEIR LOVE = TEENS = THE ENGINE OF OUR BUSINESS IN TERMS OF PER CAPS AND LIFE TIME VALUE Havas Sports & Entertaiment Classified - Confidential
  • 5. MUSIC MOVE DANCE =+ INCREASE OUR EFFORTS TO PROMOTE A HEALTHY ACTIVE LIFESTYLE By leveraging teens’ love of dancing, music and gaming WE COULDN’T SIT & WATCH SO WE DECIDED TO ACT! Havas Sports & Entertaiment Classified - Confidential
  • 6. INTRODUCING JUST DANCE Havas Sports & Entertaiment Classified - Confidential
  • 7. PARTNERNING WITH COCA-COLA ON THE LAUNCH OF THE MOST ANTICIPATED INNOVATION: JUST DANCE NOW Havas Sports & Entertaiment Classified - Confidential FROM = CONSOLE GAME PLAY ANYWHERE, ANYTIME, WITH AN UNLIMITED NUMBER OF FRIENDS TO = MOBILE GAME 4 PLAYERS Smartphone as a controller with any connected screen
  • 8. BRINGS UNIQUE COCA-COLA EXPERIENCE TO THE JUST DANCE NOW GAME EXPERIENCE 1 free song The only one always available: “Find your Move” Challenge ‘Move more to unlock a 2nd song’ Havas Sports & Entertaiment Classified - Confidential https://www.youtube.com /watch?v=XGbyJZ3d70Q https://www.youtube.com /watch?v=bbGXHUIsJI4
  • 9. WE STAGED A DANCE-OFF IN PARIS FEATURING INTERNATIONAL HIP-HOP STARS ‘LES TWINS’ And a few days later we launched the Coke + Just Dance Now film We surprised people with a secret Coke red box. A crowd gathered and The Twins showed up. They all joined in the dancing on Just Dance Now. A REAL LIFE DEMONSTRATION OF “MOVEMENT IS HAPPINESS” Havas Sports & Entertaiment Classified - Confidential
  • 10. AND LAUNCHED THE CAMPAIGN WITH A SEEDING, INFLUENCER AND PACK STRATEGY ACROSS NWEN Limited edition cans with QR code to download the app for free 350 Limited Edition Boxes sent to influencers A TEASER TO GENERATE ANTICIPATION FOR THE FILM LED TO 1.3M VIEWS PRE-LAUNCH Les Twins at the Press Conference To generate views To generate conversation A PRESS CONFERENCE WITH LES TWINS DROVE VIEWS AND CONVERSATIONS INFLUENCER STRATEGY TO ENGAGE KEY COMMUNITIIES DOWNLOAD JUST DANCE NOW FROM 250ml CANS our teen recruitment pack Leverage Partners’ communities Havas Sports & Entertaiment Classified - Confidential
  • 11. WE OBTAINED INCREDIBLE RESULTS WITH OUR HERO FILM THAT OUTPERFORMED OUR EXPECTATIONS 65%BRAND RECOGNITION 11.5M VIEWS 20% ORGANIC VIEWS 3rd MOST WATCHED FILM IN COKE HISTORY 92%RATIO LIKE / DISLIKE Our European best practice on YouTube Havas Sports & Entertaiment Classified - Confidential
  • 12. MAKING STAKEHOLDERS AND GATEKEEPERS AWARE OF OUR COMMITMENT MEDIA REACH 66M potential contacts 63 CLIPPINGS TOP 10 BRANDED VIDEO TOP 3 VIRAL VIDEO CAMPAIGNS 95% Brand Quotation THE FR MOST POPULAR AD Havas Sports & Entertaiment Classified - Confidential
  • 13. INSPIRING MILLIONS OF TEENS TO MOVE IN A FUN AND ENGAGING WAY FOR FREE THANKS TO COCA-COLA FIND YOUR MOVE has been played +4 M times generating 12 M minutes of dance +12M* downloads with Coke integration Havas Sports & Entertaiment Classified - Confidential
  • 14. Contact Havas Sports & Entertaiment Classified - Confidential