This is a case study I did for my NYU integrated marketing graduate program. I was tasked with presenting a 10-15 minute case study on a successful brand marketing campaign. I chose Kia's campaign for their new urban crossover vehicle, the Soul.
Coke's 'fans first' approach in social communitiesiStrategy
A presentation by Michael Donnelly,
Group Director of Worldwide Interactive Marketing for Coca-Cola, created for the iStrategy2010 conference. @MichaelDonnelly
This presentation outlines Coke's 'fans first' approach in social communities.
Disclaimer - None of the images used are mine. No copyright infringement intended. I will take down the slides if any person or entity will claim copyright rights over the images.
April 2003
Toyota Prius; Marketing Communications Plan
Executive Summary
Full service agency “Oakly & Oakley” has been asked to prepare a three-year communications plan for
the Toyota Prius, which is to be launched in the UK. Market analysis identified the target market, which
consists of two groups: private and corporate buyers. Next to the demographic profile, three different
psychographic profiles amongst the private buyer and their media usage have been identified.
Consequently a communications strategy that makes use of these media has been created. The
strategy will use PR, Advertising, direct mail and Personal Selling. TV, Print, Outdoor and the Internet
will be the main media. The Creative strategy is designed to emphasize the unique selling points of the
Prius and weaken the target markets objections. The budget has been allocated, however it is
suggested to change the allocation from £3m yearly to £4m, £3m, £2m in the course of the three
years. The majority of the budget will be spent on TV and print advertising.
Coke's 'fans first' approach in social communitiesiStrategy
A presentation by Michael Donnelly,
Group Director of Worldwide Interactive Marketing for Coca-Cola, created for the iStrategy2010 conference. @MichaelDonnelly
This presentation outlines Coke's 'fans first' approach in social communities.
Disclaimer - None of the images used are mine. No copyright infringement intended. I will take down the slides if any person or entity will claim copyright rights over the images.
April 2003
Toyota Prius; Marketing Communications Plan
Executive Summary
Full service agency “Oakly & Oakley” has been asked to prepare a three-year communications plan for
the Toyota Prius, which is to be launched in the UK. Market analysis identified the target market, which
consists of two groups: private and corporate buyers. Next to the demographic profile, three different
psychographic profiles amongst the private buyer and their media usage have been identified.
Consequently a communications strategy that makes use of these media has been created. The
strategy will use PR, Advertising, direct mail and Personal Selling. TV, Print, Outdoor and the Internet
will be the main media. The Creative strategy is designed to emphasize the unique selling points of the
Prius and weaken the target markets objections. The budget has been allocated, however it is
suggested to change the allocation from £3m yearly to £4m, £3m, £2m in the course of the three
years. The majority of the budget will be spent on TV and print advertising.
This is a powerpoint presentation prepared by me... explaining about IMC plans of Coca cola Inc. This is very useful for presentations in colleges, MBA institutes etc. Send your suggestions and likes on my email id- a380onkar@yahoo.co.in
Created this sales deck to provide an overview of the company and our products, featuring our partners Spotify and Pandora. I also named and developed the messaging and positioning around all of our products. Customers featured include Coca-Cola, McDonald's, HP, eBay, Adidas, Microsoft and Disney.
This is a powerpoint presentation prepared by me... explaining about IMC plans of Coca cola Inc. This is very useful for presentations in colleges, MBA institutes etc. Send your suggestions and likes on my email id- a380onkar@yahoo.co.in
Created this sales deck to provide an overview of the company and our products, featuring our partners Spotify and Pandora. I also named and developed the messaging and positioning around all of our products. Customers featured include Coca-Cola, McDonald's, HP, eBay, Adidas, Microsoft and Disney.
Havas sports & entertainment global review 2011 and 2012 predictionsJez Jowett
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Many of these campaigns were created by Havas Sports & Entertainment agencies across our network (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by me Jez Jowett, Global Head of Social Media and Digital, also known as @Jezmond with great input from Valeria Herzer (our Global Strategic Planner)
I hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
Jez Jowett
Global Digital Director
jez.jowett@havas-se.com
http://www.havas-se.com
http://www.facebook.com/havas.se
http://www.twitter.com/havas_se_
We wish you all very Happy Holidays and a wonderful 2012 and look forward to featuring your campaigns next year.
Learn why monitoring your Mercedes' Exhaust Back Pressure (EBP) sensor is crucial. Understand its role in engine performance and emission reduction. Discover five warning signs of EBP sensor failure, from loss of power to increased emissions. Take action promptly to avoid costly repairs and maintain your Mercedes' reliability and efficiency.
Your VW's camshaft position sensor is crucial for engine performance. Signs of failure include engine misfires, difficulty starting, stalling at low speeds, reduced fuel efficiency, and the check engine light. Prompt inspection and replacement can prevent further damage and keep your VW running smoothly.
The Octavia range embodies the design trend of the Škoda brand: a fusion of
aesthetics, safety and practicality. Whether you see the car as a whole or step
closer and explore its unique features, the Octavia range radiates with the
harmony of functionality and emotion
In this presentation, we have discussed a very important feature of BMW X5 cars… the Comfort Access. Things that can significantly limit its functionality. And things that you can try to restore the functionality of such a convenient feature of your vehicle.
Ever been troubled by the blinking sign and didn’t know what to do?
Here’s a handy guide to dashboard symbols so that you’ll never be confused again!
Save them for later and save the trouble!
Symptoms like intermittent starting and key recognition errors signal potential problems with your Mercedes’ EIS. Use diagnostic steps like error code checks and spare key tests. Professional diagnosis and solutions like EIS replacement ensure safe driving. Consult a qualified technician for accurate diagnosis and repair.
Fleet management these days is next to impossible without connected vehicle solutions. Why? Well, fleet trackers and accompanying connected vehicle management solutions tend to offer quite a few hard-to-ignore benefits to fleet managers and businesses alike. Let’s check them out!
What Are The Immediate Steps To Take When The VW Temperature Light Starts Fla...Import Motorworks
Learn how to respond when the red temperature light flashes in your VW with this presentation. From checking coolant levels to seeking professional help, follow these steps promptly to prevent engine damage and ensure safety on the road.
What Could Cause The Headlights On Your Porsche 911 To Stop WorkingLancer Service
Discover why your Porsche 911 headlights might flicker out unexpectedly. From aging bulbs to electrical gremlins and moisture mishaps, we're delving into the reasons behind the blackout. Stay tuned to illuminate the road ahead and ensure your lights shine bright for safer journeys.
"Trans Failsafe Prog" on your BMW X5 indicates potential transmission issues requiring immediate action. This safety feature activates in response to abnormalities like low fluid levels, leaks, faulty sensors, electrical or mechanical failures, and overheating.
2. ★ In 2009 Kia launched the All-New Soul
★ Designed with the social media
generation in mind
★ Kia wasn’t relevant to Gen Y
★ Toyota Scion was top competitor
★ Had to outsmart their competition
4. ★ Over 3 years....a fully integrated
campaign was built
★ TV, Print, Social, OOH, Digital, Concert
Series, Clothing Line, Video Game,
Webisodes, Dance Contest
★ Infiltrated culture, integrated in their
audience’s lifestyle
★ Did it by starting a conversation with
them not advertising to them
5. ★ 3 phases
★ Started with TV
★ Relied heavily on digital to continue the conversation
6. Initial phase
★ Focused on music
★ 4 versions of their
spot with different
music tracks
Second phase
★ Included fashion
★ New clothing label
“Hamstar”
★ Audience went online
they were driven to
hamstar.com
Third phase
★ Invited audience to
dance with them with
their own LMFAO
shuffle to Youtube
★ Was one of the most
successful youtube
contests to date.
A big idea that fuels conversations and participation
7. ★ Evoke the drab mindlessness of the
typical daily commute
★ Showed roads filled with hamster wheels
8. Initial phase
★ Focused on music
★ 4 versions of their
spot with different
music tracks
Second phase
★ Included fashion
★ New clothing label
“Hamstar”
★ Audience went online
they were driven to
hamstar.com
Third phase
★ Invited audience to
dance with them with
their own LMFAO
shuffle to Youtube
★ Was one of the most
successful youtube
contests to date.
A big idea that fuels conversations and participation
11. Initial phase
★ Focused on music
★ 4 versions of their
spot with different
music tracks
Second phase
★ Included fashion
★ New clothing label
“Hamstar”
★ Audience went online
they were driven to
hamstar.com
Third phase
★ Invited audience to
dance with them with
their own LMFAO
shuffle to Youtube
★ Created the “In My
Mind” Music Video
Challenge
A big idea that fuels conversations and participation
12.
13.
14. ★ Over 130,000 Soul vehicles sold
in the US.
★ Soul videos on youtube received
11mm+ views
★ Received the 2010 and 2011 Effie
awards for advertising effectiveness
★ Nielsen’s Most Effective Automotive
Ad - 2009, 2010
★ Kia soul captured +71% of the
segment market share
15. ★ 13% increase in awareness
★ Credited with spurring multiple
years of double-digit growth in
Kia’s U.S. sales
★ As of August 2011:
★ 12th straight monthly sales
record in the US
★ Kia sales were up by 39%