The document proposes a summer music festival campaign called "Heatwave" for teenagers in Vietnam. The campaign will include a two-day music camp and live concert near the beach to promote new music, encourage music appreciation, and reinforce Coke as the perfect companion for summer fun. Key elements are engaging teens through online music platforms and contests to select participants for the camp, installing pop-up visuals and lounges around cities, and building an iconic structure inspired by the Sydney Opera House to host the main events. The goal is to lift teens' spirits through refreshing music experiences and remind them that Coke supports Vietnamese youth and music.

1. HEATWAVE
A Presentation by Square
November 23, 2010

2. The Brief
Create a concept for a Summer Activity covering
big cities in Vietnam
-Targetting Teenagers aged 14-19 years old
- Theme must be related to appreciation of Music
-Will attract 10K Pax Attendees
The event must be/have:
Music Experience
Refreshing
Lift Teens Up
Initial Ideas from Client:
Camping
Festival
Fair

3. Everyone knows that summer is the
best time of the year!
No school.
Full Day of Playing and Dancing in the street
The Fresh Summer Flowers & Fruits.
The warm sounds of the Summer Wind
The textured smell of sea salt water.

4. It’s a perfect time to quench the
thirst & experience the refreshing
benefit of COKE.

5. HEATWAVE
Heatwave is a campaign encouraging all teens to make strides in
creating, sharing and appreciating refreshing music reflective of
youth and summer fun.
The campaign motivates people to enjoy summer and take an
active role in taking a more refreshing outlook while enjoying the
refreshing benefits of COKE.

7. This coming summer, Coke will engage and
challenge the youth in reminding that
Coke is the perfect companion to lift
them up, refreshing them physically and
emotionally.
The campaign, entitled Heatwave, will be about owning the
summer season, and introducing new ways to enjoy life
and music through summer’s exciting visuals amd
activities. The ff. thrusts will be communicated as well:
- Summer = Fun = Coke
- Coke supports Vietnam Music and in helping Teens
blossom to their highest music potential.

8. WELCOME to the Coolest and Hottest Event of Summer!
Heatwave Funky
YouTunes CIty City Art Pop UP Heatwave Camp
Crown Promo
Digital Maximization Ambiant and Activation Consumer Promo Main Event
Music Appreciation and
Education for young
Foster an appreciation Bring the summer sand and Enjoy summer’s heatwave people. Plus Live Concert
community for new wave to the city.Publicize and reinforce the need to featuring hottest
music wave and Coke campaign, main event and buy and drink coke and performers in town and
lovers. the brand and excite them win prizes in the process. overseas. All Under the
about summer SUN.

9. The campaign will be
introduced through a
citywide merchandising
and installation
announcing the start of
summer days in
Vietnam.

10. HEATWAVE
City ART POP-UP
On Ground Maximization
STREETS PARTNER
ESTABLISHMENTS MALLS & POS
1) Street
1) HEATWAVE Table 1) Coke Heatwave
Merchandising on
Tops REFRESH
major thoroughfares
2) Posters LOUNGE
3) Decorative 2) Beach
2) Street Musicians &
Mobiles Caricature & Photo
Artists
Booth
3) Posters
4) music jukebox

11. HEATWAVE
City ART POP UP
Beach pop-up visuals will be
installed in main thoroughfares to
provide ambient advertising and
invite targets and the public.
Dong Khoi Halong Street Tran Phu Street

12. Heatwave Refresh Pop-up Lounges will be
Heatwave installed in major malls and parks in the city.
Lounge will provide coke beverage, premium
City ART POP UP items for sale, computer terminals for website
access and free wifi for everyone.
Computer Terminals
Summer Music
Free WIFI
Branded Premium Items
Coke Beverage For Sale

13. Street artists and photo pop-up
Heatwave booths will be situated around
ART the city to do souvenir henna
tattoo and caricature portraits in
a beach setting.

14. As most of the TEENS are connected online, a digital maximization
will be implemented to engage the pubic and solicit entries for
Coke Music Camp .
YouTunes CITY
Youtunes will serve as a channel for young people to develop and
Your friendly Summer Music Neighborhood
showcase their musical talents through collaborative work with
fellow artists, art lovers and performers.
Lift Teens UP!
Youtunes is a movement
encouraging teens to
express themselves through
music. It aims to foster
refreshing collaboration and
celebration of different
forms and expression of
musical artistry into a level
of greater heights never
been heard or seen before .

15. HelloTunes Talent Wave - Unveil Your
YouPODS Hot SUMMER WAVE
Hottest Musical Best
where users can create, share, Users can team up with their fellow music Planet
copy and enjoy music created by lovers and share mp3 and videos of vocal Games, Apps and downloadable
fellow music lovers. prowess, dance dynamics and musical wallpapers, coke music, stickers,coke
creations for others to like, feedback and art and other contents for people to
comment. use and share with friends.
300 entries will be chosen to participate in the Optional: Heatwave Coke Radio
COke Heatwave Summer Camp in each city.

16. Teens will be invited to gather in a modern architecture
design by the beach shore. Design Inspiration comes from
HEATWAVE
Sydney Opera House. The patterns represent the sun rays
which represent what the objective of the main event. We
The COKE COVE 1 want to depict the different layers of talent and artistry
innate in Vietnamese teens.
Lift Teens UP!
We want to create an impressive landmark where we can
project brand images of Coke, Vietnam and the event and
a sturcture that will stand out against the background of
the calm Vietnam shores.

17. Coke shaped enclosure
HEATWAVE will be the main event
location near the beach.
The COKE COVE 2 Giant coke towers will
accentuate the Camp
Lift Teens UP! Entrance.
The panels will be decorated with COKE branding and
HEATWAVE designs - 360.

18. HEATWAVE
Floor Plan

19. Music Camp will be have a 2-day filled with activities
HEATWAVE
dedicated to promote promising music talents (Music
Camp ) and provide refreshing entertainment for Coke
Music Camp aficionados/spectators (Live Concert). Coke Beverage
Stations and Sponsor Booths will be spread around the
Lift Teens UP! Camp.
World Music
Heritage +
Vietnamese
Heritage
+Emerging
Mucis Genre Recital Concert
Vocals Basics Dance Music
Basics w/ Popular
Lecture Dynamics Writing
Celebrities
Day-Long Activities
WAVE Ripple Sweat Wild Summer Catwalk
Chart Huts Do-Re-Mi Center Top 300!
Effect Sports and Tunes
Karaoke Haven Interactive Area for
Photobooths and
exhibit of camper’s
Hot Dudes and
Contemporary Music Learning / education for and work, interactive Music Area
basics of music souvenir photo Fun, Sports and Babes, Fashion &
for Hitlist Lovers to (songwriting, singing, website, bluetooth
stations. Music Music
listen. dance) stations

20. HEATWAVE “Everybody knows that you need nothing if you
have the SUN, BEACH and COKE”
The COKE FUNKY CROWN PROMO
Collect specially labelled coca cola bottle crowns :
in exchange of premium
items at Coke Refresh
Pop-Up Lounges
in exchange of entrance
to camp
INSTANT PRIZES and
SUN BEACH ♥♥♥ COKE in BALI/
PHUKET/ PHU QUOC
SUN BEACH ♥♥♥ COKE in Bali!

21. The Music Camp will culminate in a live concert filling the
venue with vibrant youth energy and refreshing music
HEATWAVE from both local and international music and dance artists.
Select Coke Music Campers will perform with the guests.
Music Concert
2PM Kaba Modern
Taeyoung
Jabbawockeez
Wonder Girls
Lee Hyori

22. Corporate Partners
1. Raffles College.
• Fashion design department:
Summer Catwalk Tunes. 2. Nivea Vietnam.
Besides that, we also have • Because of outdoor
educational consultants to activities under the
help teenagers orient their sun, they might need
future career. sun block lotion.
4. Mobilefone.
3. Samsung mobile.
• Mobilefone has a call package
• One of the activities in the
called “Q-Teen” which dedicated
Camp will be using
for teenagers. “Q-Teen” has lots of
Samsung mobile phone to
interesting preferences.
support for Chart Huts
100 SMS(internal network)/
Karaoke Heaven. It’s like
day with only 3000 VND
using new Samsung Wave to
640 VND/minute(internal
record a song and share it to
call) within Happy hours
everyone.
Free 15MB/month using
Mobile Internet.

23. HEATWAVE
Summary
2 3
1
Awareness & Recogntion +
Recogntion of Expression and Advocacy and
Teens Gifts empowerment Sharing to
benefit others
Street Merchandising
City Art Pop-Up
Street Artists
Coke Refresh Lounge
Coke Cove - Camp and Concert
Launch of Youtunes Call of Entries
Engagement Announcement of Promo Winners
Instant Prizes
Funky Crown Promo
Music Camp