This document discusses brand activation platforms and provides examples from Coca-Cola's brand activation strategies in Vietnam. It defines brand activation as bringing brands to life through experiences to form long-term emotional connections with consumers. Successful brand activation uses platforms, ideas, and channels to inspire demand, engage consumers at the right time and place, and build belief in what the brand stands for. The document then analyzes Coca-Cola's brand activation platforms of "Share Happiness", "Breakthrough Moments", and "Play Fun" in Vietnam and the ideas, channels, objectives of some of their campaigns.

1. TRUNGHIEU– VAN HUONG
BRAND ACTIVATION PLATFORM

2. AGENDA
DEFINITION BRAND ACTIVATION
BRAND ACTIVATION PLATFORM
CASE STUDY COCA-COLA

3. Public Activation
Advertising
Trade Promotion
Consumer
promotion
Door2Door Activation
Public relations
Brand Activation
News release
TVC
Pricing
Sponsorship
Brand PositioningSegmentation
Product R&D
Distribution
Promotion
prints
Shopper activation
Launch, Build and Promote brand
Merchandizing
…
…
…
…
WHERE IS BRAND ACTIVATION?

4. DEFINITION BRAND ACTIVATION (1)
BRAND ACTIVATION is the process of bringing brands to life via
experiences and forming long-term emotional connection with
consumers.
KEY PRINCIPLES
 To inspire demand for a particular brand, they must tap into the consumers'
passions using creative strategies and ideas.
 Timing plays an important role in connecting consumers at the right time, and
the right place so that the consumer becomes a motivated user and fan of the
brand.
 Using activation strategies, such as in person experience events, this can lead
to the consumer starting to believe in the brand and what it stands for, which is
a closer step in the path to purchase.
SUCCESS FACTORS
Consumer reach Brand relevance Return on investment
Long-term potential Integration capabilities Uniqueness
Amplification Brand Activation process
Brand Activation Platform
Preliminary Channels
Brand Activation Ideas
Exploitation

5. DEFINITION BRAND ACTIVATION (2)
is conducted through out these forms
Public
Relation
4Shopper
Marketing
2Experiential
Marketing
5Sampling
Campaigns
3Digital
Campaigns1
6Sponsorship
WHY
Activation shifts the focus to the core of marketing: stimulating the
buying process
 Brand activation events, the consumer can give you feedback on what
to change or improve as they are interacting with you.
 It can bring life into an aging brand and even reach younger
Millennials audiences.
 It can help to reinforce the brand's positioning in the minds of the
consumer.
 Helps to cut through the traditional advertising clutter (TV
Commercials, Print, Web Ads)
 It makes your brand more prominent.
 To stand out of the clutter & obtaining different & competitive edge
 A PULL method to strengthen brand positioning
 Build brand love
 Enhance brand image & equity
 Change consumer’s behavior & attitude toward brand
 Positively affect to the purchase intent

6. DEFINITION BRAND ACTIVATION PLATFORM
A physical or emotional space in consumers’ lives that enables the brand to interact in a
distinct and meaningful way => Actionable, Brand enriching, Consumer involving, Differentiating, Enduring, Feeling
BRAND ACTIVATION PLATFORM
A creative theme derived from the Activation Platform, that can work across different
channels, to achieve the brand’s marketing and communication objectives=> Fit with Activation Platform, Attention, Branding and
Communication, 360 Degree Approach
BRAND ACTIVATION IDEA
Useful communication touchpoints : Public activation (roadshow, event, café activities..),
Door to door activation (sampling, demo-selling,..)Shopper activation (in-store activities, gifts.), Trade support activation (merchandizing,
mysterious shopper), Activation 360O
BRAND ACTIVATION IDEA

7. CASE STUDY
BRAND ACTIVATION PLATFORM SHARE HAPPINESS
came to Vietnam in 1960 but firstly introduced to public
in 1986
IDEA The happy truck
CHANNEL MT channel (park, movie
theaters,...)
OBJECTIVE Build brand love &
strengthen brand equity
IDEA “Làm sạch bãi biển”
CHANNEL Special: Beach
OBJECTIVE Build brand love by doing
CSR
IDEA “Tết gắn kết”
CHANNEL MT channel (neighborhoods)
OBJECTIVE To own Tet moment with
Coca-Cola
KEY HOOK Coca-Cola truck KEY HOOK Event at Vung Tau KEY HOOK Event at neighborhoods

8. CASE STUDY
BRAND ACTIVATION PLATFORM BREAKTHROUGH MOMENTS
came to Vietnam in 1960 but firstly introduced to public
in 1986
IDEA Sprite Water Party
CHANNEL MT channel (park, movie
theaters,...)
OBJECTIVE Enhance brand image
IDEA “Sprite khổng lồ”
CHANNEL MT channels
OBJECTIVE Build brand love
KEY HOOK Event KEY HOOK Sprite machine

9. CASE STUDY
BRAND ACTIVATION PLATFORM PLAY FUN
came to Vietnam in 1960 but firstly introduced to public
in 1986
IDEA “Biệt đội Fanta5”
CHANNEL Online (facebook, forums,…)
OBJECTIVE Enhance the image &
strengthen brand positioning
KEY HOOK Online prizes hunting game

10. TRUNGHIEU– VAN HUONG
T H A N K Y O U