The document summarizes Coca-Cola Vietnam's "Share a Coke 2014" campaign. The campaign aimed to increase Coke consumption among teens and young adults by personalizing bottles with popular Vietnamese names. It utilized multiple channels, including TV, print, online, and events, to encourage sharing Coke and fostering connections. The strategy created excitement and viral engagement. Evaluation found the campaign successfully made Coke a part of sharing good times and listening to consumers. It was one of the top social media topics and significantly grew the Coke Facebook page.

1. Share a Coke 2014

2. - Cabornated soft drink is worth 6000 billion VNDs (2013) with
growth rate at 6% (2014).
CATEGORY OVERVIEW
Overall

3. Category Overview
On trade Off trade
Traditional trade Restaurant
Beer garden
Vendor
Bottle store
Mom-and-pop store
Modern trade Bar Supermarket
Lounge Department store
Discotheque Convenience store
Café
60% > %40
Distribution

4. I. Background
Segmentation
(based on flavors)
Foreign beverages Domestic beverages
Coca Cola (10.5%
Soft drink - 2013)
Suntory Pepsico
(25,5% Soft drink -
2013)
AJE Kirin Vinh Hao Tribeco Chuong
Duong
Bidrico
Cola Coca Cola Coca Cola
Light
Pepsi Pepsi
Light
Big Cola Cola Cola K+ Cola Cola
Pet    
Can       
Glass
bottle
  
Lemon Sprite 7 UP Moutain
Dew
Big Cola
Lemon
Lemona Lemon Lemon Lemon
Orange Fanta Orange Mirinda Orange Big Cola
Orange
Camina Orange Orange Orange
Other flavours Fanta Strawberry Mirinda Sarsi Big Cola
Strawberry
Wonderfarm
Sarsi
Sarsi Sarsi
Strawberry
Mint
Cream soda
Soda water
Sarsi
Strawberry
Lichi
Apple
Tarmin
Segmentation

5. I. Background
Trao là kết nối
Trao Coca-cola
– Kết nối bạn
bè
Summer 2014
Coca-cola Vietnam
Campaign Overview

6. Increase
consumption
Cocacola
Be Attracted!
Share together
Campaign Overview

7. Demographic:
Teen & young adults (13 –
24 yrs)
Psychographic:
-Dynamic, modern lifestyle
-Easy to adapt new things
-Usually use social network
(mainly on Facebook)
Target Audience

8. I. Background
Insight
• The first feeling: your name on the global product
• I’m happy when I share it
• Herd mentality – The crowd effects
• Make impression on the others
Personalize

9. Rolled out
Channel Hype up Excitement Amplication
TVC X X X
Print-ad X X
Event X
Bill board X X
Facebook X X
Activation X

10. Family pronoun,
popular names
Personalize name Characteristic
Phases

11. Campaign video:
• Key message:
• “Trao Coca-cola – Cả nhà vui
thả ga” – 01 Jun 2014
• “Trao Coca-cola – Kết nối
bạn bè” – 06 Jun 2014
• Executive:
• launch TVC, Youtube,
website, billboard…
Channels

12. Viral video
• Key message:
• “Niềm vui chỉ đến khi ta
biết quan tâm” – 08 Oct
• Executive: Youtube,
social network
Channels

13. Billboard
• Key message:
• “Trao Coca-cola – Kết
nối bạn bè”
• Executive:
• billboard at crowded
intersection
Channels

14. Channels
Facebook:
• Key message:
• “Trao Coca-cola –
Trao là kết nối”
• Execution:
• Fanpage, Hot
Profile,
Facebookers…

15. Channels
Event
• Key message: “Trao
Coca-cola – Kết nối
bạn bè”
• Execution: 11 Jun
2014, over 1,000
cheerleader give
130,000 Coke in
HCM, HN

16. Channels
Activation
– Key message:
“Trao Coca-cola –
Kết nối bạn bè”
– Execution: 52
kiost/17 provinces
csm personalize
their name

17. Evaluation
Strategy:
• Get Vietnamese together, share a good time over Coke
• Create personalism campaign
• Always listening to consumer
• Chose right time
Execution:
• The campaign launched with a big bang across multiple
channels

18. Implication
Impact:
• No.2 among Top 20 Hot topics on Social 1-8/2014.
• Traffic on Fanpage: increase 870%
Forecast the next move:
• Take care of the new user
• Use the data to apply for next campaign