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Coca Cola Marketing Campaigns
- 3. Idea- Australia • Coca-Colacore idea was to reunite Australians • Australians call each other by their first name, or ‘mate’ • Coca-Cola printed 150 of the country’s most popular names on labels of Coke bottles • Coke kept in touch with consumers at the time of the campaign in order to surprise, maintain momentum and spark further conversations
- 4. Paid Media • Multiplechannels and Newspaper followed a flow of marketing trade coverage • TVCs featured photos of real people who shared that name were aired across Australian sport AFL and NRL finals and reached 30% of the population • Kiosks that toured 18 Westfield shopping centers invited consumers to personalize a Coca- Cola can with any name
- 5. Owned Media • Cokebottles being printed by common names • Official Website of coca cola filled with the news of new released coke bottles • Media and Celebrity influencers with a large social media footprint were sent personalized kits with a Coke product bearing their name, including campaign messaging to share with their network of fans • Facebook Page “Share a Coke”
- 6. Earned Media • Thecampaign earned a total of 18,300,000 plus media impressions • Traffic on the Coke Facebook site increased by 870% and the Facebook page grew 39% • In Australia Coca- Cola was number 1 most talked about Facebook page and 23rd globally • 76,000 virtual Coke cans were shared online • 378,000 custom Coke cans were printed at local malls
- 8. Hello Happiness Idea- UAE •Hello Happiness Phone Booth • Phone booth that accepts Coca-Cola bottle caps instead of coins for a free 3- minute international phone call which helped people connect with their families back home • Duration: March 2014- April 2014
- 12. • 5 phonebooth cost • Technology • Phone bills Paid Media • Coco-Cola website • Coco-Cola bottles • YouTube page Owned Media Hello Happiness
- 13. Earned Media • 1million views on YouTube in less then one month • 134,484 minutes of calls logged in the month long campaign and 40000 people made calls • Conversations on YouTube, Facebook and Twitter showed 95% positive comments • The video went viral worldwide • #HelloHappiness on Facebook and twitter Hello Happiness
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- 17. Small World Machine IdeaIndia and Pakistan • Two divided nations share a moment of happiness • Coke connected India and Pakistan using Small World Machine campaign • It opened a live portal between the two countries • Touch screens allowed eye to eye contact and physical interaction for a very first time
- 18. Small World Machine(VIDEO)
- 19. Paid Media • Cocacola vending machine • Media: Outdoor, Design, Digital, Film, Integrated, Print • Technology in the machine Small World Machine
- 20. Owned Media • CocaCola website • Facebook page • YouTube channel • Coca cola cans • Uniforms of the salesperson Small World Machine
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- 28. Open Happiness, With everyone! Idea: Toact like an ice breaker in a surrounding where everyone is new to each other How? Create a container where coke bottles are kept. People in groups (new people in college) come together and shout and when the decibel level reaches to the level set, the container opens and everyone gets Coco Cola cans that are kept inside. Why? We say cheers and have a drink, Coco Cola conveys “Open happiness”. Like wise when people get the bottles, coco cola wants to be a catalyst for new people to share happiness with each other.
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- 30. Made by • PriyankaDesai (07) • Alden Gonsalves (10) • Tejashree Hardikar (13) • Swapnali Kulkarni (19) • Rishika Parakh (30) • Rohan Rane (38)