The document outlines a CSR campaign by Coca Cola at two music events to optimize its brand image among young adults. It involved introducing Coca Cola PlantBottles made partly from plants and creating awareness about recycling through mobile hand-in points staffed by promoters and DJs. On-site activation also included bartenders wearing "Keep Happiness Going Recycle" shirts and creating illuminated art from collected bottles. The results saw over 145,000 items recycled at Mysteryland for a 25% rate and over 70,000 at WTTF for a 50% rate.

1. PARTNER CASE
2012

2. OBJECTIVES
- Optimize brand image
- Engage young adults
- Custom made CSR campaign
- The Coca Cola Plantbottle

4. CONCEPT
- Added value for the event and the partner brand
- Co created event activation and online campaign
- Create awareness for Corporate Social Resonsibility
- Introduction of the Coca Cola Plantbottle
- Create visibility at the events

5. ONLINE COMMUNICATION
Pre event posts on ID&T
websites, event newsletters,
Facebook and Twitter prior to the
events.

6. EVENT ACTIVATION
During the events, the visitors
were encouraged to recycle via a
mobile hand in point with a
promoteam and a mobile DJ
booth.

7. EVENT ACTIVATION
- Co created hand in points
- Brand visibility
- Create awareness
LOGO + SLOGAN KLEIN FORMAAT /

8. POS COMMUNICATION
10 bekers / flesjes
=
1 muntje
© 2011 The Coca-Cola Company. All rights reserved. Coca-Cola and the design of the Coca-Cola Contour Bottle are registered trade marks of The Coca-Cola Company.
Bij inlevering van
10 bekers / flesjes of 1 draagtray
op de inleverpunten krijg je 1 munt.
De inleverpunten staan
op het floorplan.
Bekers, flesjes en trays kunnen alleen
bij de inleverpunten worden ingeruild.
© 2011 The Coca-Cola Company. All rights reserved. Coca-Cola and the design of the Coca-Cola Contour Bottle are registered trade marks of The Coca-Cola Company.
During both events, Point Of Sale
communication behind all bars
created extra visibility for the
Keep Happiness Going Recycle
campaign.
Op Mysteryland drink je Coca-Cola
uit PlantBottle® flesjes die deels gemaakt
zijn van planten. Van de flesjes wordt
vandaag een kunstwerk gemaakt. Hierna
worden ze verwerkt tot nieuwe flesjes.
Bij inlevering van 10 bekers / flesjes of
1 draagtray op de inleverpunten krijg je 1 munt.
Bekers, flesjes en trays kunnen
alleen bij de inleverpunten worden ingeruild.
10 bekers / flesjes = 1 muntje

9. POS COMMUNICATION
During both events all bar tenders
were dressed in Coca Cola “Keep
Happiness Going Recycle” T-shirts
to high light the campaign
message.

10. EVENT ACTIVATION
At both events, an iconic and
illuminated piece of art was
created out of used Coca Cola
Plant Bottles.

11. RESULTS
Mysteryland: 145.000 handed in plantbottles and drink cups.
Recycled percentage: 25%
WTTF: 70.000 handed in plantbottles and drink cups.
Recycle percentage: 50%