The document outlines Coca Cola's 2013 youth marketing campaign in Kazakhstan called Spotstreet Fest. The campaign's goal was to strengthen the brand's positioning among teenagers aged 14-19 by creating an outdoor event that allowed teens to socialize, explore new experiences, and associate positive feelings and memories with Coca Cola. The event featured areas for skating, music, food, and partner activations. It traveled to 4 cities, engaged thousands of attendees through digital promotions, and received positive word of mouth and reviews, achieving the goal of connecting the brand more closely with its teenage target audience.

1. COCA COLA
SPOT CAMPAIGN
KAZAKHSTAN 2013

2.
WE WANTED TO REIGNITE
THE BRAND LOVE OF COCA COLA
AMONG TEENAGERS

3. WHAT IS COOKING?
Contribute to the solid brand
positioning among TEEN target
audience (14 y.o.-19 y.o.)
Communication of the brand as the one
carrying, sharing and praising the same
values as TA.
Brand – “close to me”, “like me”, “on the
same wave with me”
Objective
Strategy
Desired
consumer
perception

4. WHO ARE WE DEALING WITH?
Young teens from 13 to 20

5. • Belonging to a group
• Hanging out with friends
• Sharing and showing off
Key “self expression”
desires:
• Dinging “Big brother”
approach advices,
directions what to do
• Low perception level of
direct preaching on behalf
of brand
Key social
desires:
• Open to new
experience
• Scattered interest
Key exploring
desires:
DNA OF TARGET AUDIENCE

6. How do we knock on door of audience?
Outdoor/
socializing
Covering various
areas in interest of
target audience
Brand talking in
language of TA
Lack of such outdoor,
massive activities in
local community
High interest and
low exposure of such
activities.
High pollution of
campaign enrich
with direct “call to
action” on behalf of
brand.
“I am in the hood…”
“I dare to be
part of new
experience…”
“I know better.
Don’t tell
me what to do. Just
share my vision ”
EXECUTION RELEVANCE COMPLIANCE
WITH DNA OF TA
1
2
3

7. CHALLENGING OURSELVES
• socializing
• expressing themselves
• and sharing unique experiences
WE CAME UP with
1 BIG IDEA promising
teens a platform FOR

8. INTRODUCING
YOU TO…..

9. SPOTSTREET FEST

10. “spot”
Slang word popular among TA meaning “place where
we hang out”
The “Spot” icon is also a known, common illustration of
geographical pin icon in digital world, very well known
icon for TA
What is SPOT?

11. Skate zone
stage
Food
court
Partnership
bou3ques
Coca-­‐Cola
zone
Street
art
zone
An outdoor event including many areas of street athletics and street cultural activations,
such as extreme skating, BMX riding, hip hop music, graffiti, urban outfit demonstration. etc.
under Coca Cola as an umbrella brand
What is SPOT?

12. What is Spot?
Partnership
zones
What is SPOT?

13. Coca-­‐Cola
zone
What is SPOT?

14. Street
art
zone
What is SPOT?

15. Skate zone
What is SPOT?

16.
TEENS KEEN TO FOLLOW
TRENDSETTERS, SO WE INVOLVED
LOCAL ONES TO BECOME PART
OF SPOT

17. SPOT partners
HEDONIST
campite
ags
prosport
next
G-shock

18. Spot is a unique event organization
model consolidating several partners
under 1 bid idea powered by “Coca
Cola” as umbrella brand.
Expected impact of such model on
brand perception:
1. Coca Cola supports diversity of
interests of TA
2. Coca Cola has created Spot as a
platform for bringing various
interests of TA together,

19. SPOT geography
SPOT HAS TRAVELED 5000 KILOMETERS AND
HAS BEEN TO 4 CITIES ACROSS KAZAKHSTAN
12 000 people
7 000 people
16 000 people
10 000 people

20. • 1ST SPOT - ALMATY 31/08
• 2ND SPOT - KARAGANDY 06/09
• 3RD Spot - ASTANA 14/09
• 4TH SPOT-AKTOBE –
ONLINE POLL WINNER
MOREOVER,
THE 4TH SPOT WAS PICKED BASED ON
ONLINE VOTING AMONG AUIDIENCE

21.
LET’S TAKE YOU THROUGH,
THE UNFORGETTABLE
ATMOSHPERE OF SPOT

22. SPOT snapshots

23. SPOT snapshots

24. SPOT snapshots

25.
WE GATHERED THEM UP ONLY
THROUGH DIGITAL AND SOCIAL
MEDIA ANNOUNCEMENTS, WHERE
THEY HANG OUT THE MOST

26. Preaching spot
Announceme
nt of event
(what, where,
when),
call to
action
Promo site;
Video teaser
Announceme
nt of event
by partners,
call to
action
Sharing
announcement
by Spot
partners; video
announcement
by event
headliner
Revealing
some
event
content
details
SMM
Wave #1
On behalf
of Spot
Wave #2
On behalf
of Spot
partners
Wave #3
On behalf
of Spot
Wave #4
On behalf
of Spot
Wave #5
On behalf
of Spot
Wave #6
POST-EVENT
POST-PR of
each
completed
event in a
city.
announcemen
t of next city
SMM, post-PR
announcemen
t
of each city,
announcemen
t
of next city
Wrapping
up, “see you
next time”,
to be
continued
SMM, post-
PR of whole
event
ACTIONKEYMESSAGECHANNELS
LOTS of
positive
reviews
from
visitors in
social
networks,
reviews
from
major
online
magazines,
fans
video- and
photo-
reports

27. WAVE #1 - promosite http://spotfest.kz
More than
2200 likes
(via vk.com
applet)

28. WAVE #2 - Announcement by Spot partners

29. WAVE # 3 – SMM activity
Vk.com
Page fest
vkontakte

30. WAVE # 4 - post-PR announcement of each city
Vk.com
Page fest
vkontakte

31. 1. Promo site
• Photo report publication
• Press release publication
• Video case
• Wall reviews
2. Official sites
SPOT Fest
• Photo report publication
• Press realize publication
• Video case
3. Press release
for the media
• Publication of a photo report
WAVE # 5 - post-PR of whole event (next steps)

32. WHAT ARE THE RUMORS ABOUT SPOT?

33.
VK.COM
FACEBOOK.COM
@MAIL.RU
2235
-­‐
people
1293
-­‐
people
-­‐
2062
-­‐
likes
13
-­‐
likes
59
-­‐
likes
SMM channels
Internet sites
Digital activation

34. Trade announcement (POSM materials)
Roll Up stand Poster
Karaganda – 80 point
Astana – 30 point
Almaty – 50 point
Aktobe – 50 point

35.
WE MANAGED TO INITIATE
THE WORD OF
MOUTH IN MEDIA

37.
WHAT DO WE EXPECT TEENS
TO FEEL ABOUT SPOT?

38. • Association of those
feelings/moments
experienced at SPOT with
the Coca cola
• Positioning of Coca Cola as
a brand sharing the same
values with TA
• Giving TA another reason to
feel connected with the
brand.
Impact on brand
perception
Spot is a cultural platform for
teenagers, where they can
• hang out together,
• socialize
• get engaged in fun activations,
• have a good time,
• share those pleasant moments.
Perception
of SPOT

39. SEE YA NEXT
TIME!

40. THANK YOU!
Almaty,
Kazakhstan,
Begalin
str.,
77
+7(727)
291
25
34,
291
37
05
Baku,
Azerbaijan,
A.
Jalilov
str.,
26
+99412
490
62
78