Written by THOMAS YUAN for Saatchi/ TCCL on 2010 English version.

1. THE LIVE POSITIVELY
PARTNERSHIP
April 2nd, 2010.

2. OUR RESPONSE
A. 8 REASONS TO CHOOSE SAATCHI & SAATCHI
B. YOUR BRIEF
C. CHINA CONTEXT AND INSIGHTS
D. LIVE POSITIVELY ENGAGEMENT MODEL
E. CREATING A MOVEMENT – PLATFORM IDEAS
F. EXCELLENCE IN EXECUTION.

3. A. 8 REASONS TO CHOOSE SAATCHI & SAATCHI
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4. THIS IS YOUR TEAM.1
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REASON 1: OUR PEOPLE
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Photos, titles and mini-biosThomas, RADThomas, RADThomas, RADThomas, RAD Jenny, CSDJenny, CSDJenny, CSDJenny, CSD Justin, CEOJustin, CEOJustin, CEOJustin, CEO YewfeiYewfeiYewfeiYewfei, GCD, GCD, GCD, GCD PazuPazuPazuPazu, ACD, ACD, ACD, ACD
Lin, SPLin, SPLin, SPLin, SPAliangoAliangoAliangoAliango, ACD, ACD, ACD, ACD Jonathan, ICDJonathan, ICDJonathan, ICDJonathan, ICD YayaYayaYayaYaya, SA, SA, SA, SANicoNicoNicoNico, SAM, SAM, SAM, SAM

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REASON 2: OUR EXPERIENCE
WE HAVE EMPLOYEE, CUSTOMER AND CONSUMER
CSR ENGAGEMENT EXPERIENCE ON SOME OF
CHINA’S BIGGEST BRANDS

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REASON 3: OUR FAMILY
SAATCHI & SAATCHI S IS A WORLD LEADING
SUSTAINABILITY AGENCY AND WE WILL BRING THAT
EXPERTISE TO CHINA

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REASON 4: COCA-COLA LINK
SAATCHI & SAATCHI S HAS BEEN ENGAGED BY LIVE
POSITIVELY LEADERSHIP IN ATLANTA TO BUILD THE
“SUSTAINABLE BRAND INTEGRATION FRAMEWORK”
• Scope: Saatchi S engaged with Coca-Cola between
February 22 to April 30 to:
– co-develop a Sustainable Brand Integration Framework
– design and facilitate a “Live Positively Lab” summit
• Deliverables:
– Sustainable Brand Integration Framework
– Took kit and case studies

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REASON 5: PUBLICIS NETWORK
OUR PARTNER AGENCIES IN THE PUBLICIS GROUPE
NETWORK INCLUDE LEADING PR AND EVENTS
AGENCIES TO DRIVE EXECUTIONAL EXCELLENCE

9. MS&L
• MS&L & THE COCA-COLA COMPANYMS&L & THE COCA-COLA COMPANYMS&L & THE COCA-COLA COMPANYMS&L & THE COCA-COLA COMPANY
• - MS&L currently works with KO in 18 countries globally and it its a top 10 client. Our MS&L
Atlanta office has a very close relationship with KO Corporate and has supported them
for more than 10 years
• - MS&L Asia has worked with Coca-Cola since 2007. Our current scope of work with
Coca-Cola in Asia includes:
• a) MS&L is Agency of Record for Coca-Cola Pacific Group Corporate Communications &
Corporate Social Media
• b) MS&L is One of Coca-Cola China's preferred PR agencies
• MS&L & LIVE POSITIVELYMS&L & LIVE POSITIVELYMS&L & LIVE POSITIVELYMS&L & LIVE POSITIVELY
• - MS&L has a deep knowledge of L+ and have been involved in this program for 3 years
now, starting at the Atlanta/global level
• - Within L+, at a corporate level, the pillars of Packaging & Recycling and Water were
prioritized at a regional level, with Active Healthy Lifestyles coming next. At a
brand/marketing level, AHL is of higher priority though due to the relevance with
consumers, ability to tie-in with sponsorships and to build trust/protect brands for the
forthcoming wave of backlash against CSDs in China/other markets that will eventually
happen
• - We've dealt with AHL in China before for Coca-Cola in connection with our Expo
communications, First Coke of the Year and several other programs that touched L+
• - We're keenly aware of the role that external partners play in various L+ pillars, including
AHL, as they bring credibility and reach for brands and the communications.

10. MS&L & BEVERAGES IN CHINAMS&L & BEVERAGES IN CHINAMS&L & BEVERAGES IN CHINAMS&L & BEVERAGES IN CHINA
- MS&L has extensive beverage experience in China. Some include:
a) Coca-Cola: More than 10 projects, including First Coke of Year (CNY), Olympics
b) Sprite: More than 5 projects, including brand promotion, social media, issues management (recent
mercury issue)
c) YuanYe Tea (KO): Currently working on integrated program to relaunch/promote in 2010
d) VitaminWater (EMOTION CLIENT): Emotion has successfully worked with Vitamin water in BJ promoting it at
hot spots around the city. They are trying to expand this work into SH in 2010
e) Nestle Waters - Water Care: In 2005-2006 MS&L helped Nestle position and launch a line of vitamin-
enhanced waters with health benefits
f) Nestle Waters - Pure Life: Helped Nestle launch this brand in 2008
g) Nestle Infant Formula: Worked closely to position and launch Infant Formula brands in 2007-2009
MS&L & MINISTRY OF HEALTHMS&L & MINISTRY OF HEALTHMS&L & MINISTRY OF HEALTHMS&L & MINISTRY OF HEALTH
- MS&L has engaged in this area frequently. Some include:
a) Nestle Infant Formula
b) WeightWatchers China
c) United Family Hospitals
MS&L & PHYSICAL ACTIVITY
Programs include:
a) Coca-Cola & Olympics & Paralympics
c) WeightWatchers
d) J&J VisionCare
e) International Diamond League
MS&L

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REASON 6: WE WALK OUR TALK
SAATCHI & SAATCHI GREATER CHINA HAVE A PSP
PROGRAM: INDIVIDUAL PERSONAL SUSTAINABILITY
PRACTICES.

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REASON 7: WE PLAY NICELY
WE TAKE A ‘ROUND TABLE’ APPROACH TO
WORKING WITH PARTNER AGENCIES – AND HAVE
A TRACK RECORD OF COLLABORATION.
EXAMPLE MODEL ONLY

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REASON 8: OUR RESPONSE
…AND OF COURSE, THIS RESPONSE TO YOUR BRIEF.

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PUBLICIS GROUPE
NETWORK
OUR PEOPLE
OUR EXPERIENCE
OUR FAMILY
COCA-COLA LINK
WE WALK OUR TALK
WE PLAY NICELY
OUR RESPONSE
A.A.A.A. 8 REASONS TO CHOOSE SAATCHI & SAATCHI8 REASONS TO CHOOSE SAATCHI & SAATCHI8 REASONS TO CHOOSE SAATCHI & SAATCHI8 REASONS TO CHOOSE SAATCHI & SAATCHI

15. 15
Walmart Case Study:
Outreach
How we work with our clients -
Walmart

16. 16
Identification & Definition of Issues
Background:
As the world’s largest
corporation, Walmart is using
sustainability as a means to
become more efficient and
profitable at every level of
the company
They have three overarching
sustainability goals:
To be supplied 100%To be supplied 100%To be supplied 100%To be supplied 100%
by renewable energyby renewable energyby renewable energyby renewable energy
To create zero wasteTo create zero wasteTo create zero wasteTo create zero waste
To sell products thatTo sell products thatTo sell products thatTo sell products that
sustain the environmentsustain the environmentsustain the environmentsustain the environment
Our tasks:
To find a way to drivedrivedrivedrive
sustainability throughoutsustainability throughoutsustainability throughoutsustainability throughout
their organizationtheir organizationtheir organizationtheir organization
To createcreatecreatecreate and implementimplementimplementimplement
a plan to integrate
sustainability into the
mindset of their culture
InspireInspireInspireInspire associate innovation
that delivers against the
company’s sustainability
goals

17. 17
Program Design & Overall Strategy
We co-created the Personal Sustainability
Project (PSP) to leverage the collective
passion and wisdom of Walmart’s 1.3 million
American and Canadian associates
PSP inspires a grassroots movement that
moves sustainability from an overwhelming
environmental issue to personal
empowerment that connects sustainability
with the personal actions of an individual
PSP uses a store-based community social
marketing approach
Small is the New BigSmall is the New BigSmall is the New BigSmall is the New Big PSP is simple in
design: each participant commits to a simple
practice in his or her daily life - a small,
repeatable action that is personally relevant
and meaningful. (e.g. turn off light, monitors,
reducing smoking, etc) In this way, PSP
encourages small steps that lead to positive
habits and create a big impact over time.

18. Creating a Grassroots Movement
Walmart PSP: How it works
Executive Level Visioning SessionsExecutive Level Visioning SessionsExecutive Level Visioning SessionsExecutive Level Visioning Sessions Focus Groups
& Pilots
CommunicationCommunicationCommunicationCommunicationTrainingTrainingTrainingTraining TrackingTrackingTrackingTrackingTrainingTrainingTrainingTraining
Train the Trainer
-Saatchi S team + 1-2 Store representatives
-Train 8 PSP Captions per store for
cultivating PSP throughout the stores
PSP Captains’ Network
Captain guides & Play sheet
Weekly remote support
- Via conference calls
CommunicationCommunicationCommunicationCommunication
16 Episodes of PSPtv
-Associates testimonials sharing
around sustainability
Custom Magazine
Publications
E-newsletters
Print supports
(Poster, cards, stickers)
Games
Educational &
Interactive activities
TrackingTrackingTrackingTracking
Company Intranet
Web Tool
HR Database
-health trend, absenteeism, etc
Roving team
-On ground to ascertain quality
across sampling of stores.
Story telling &
Testimonial Tracking
Train the Trainer
-Saatchi S team + 1-2 Store representatives
-Train 8 PSP Captions per store for
cultivating PSP throughout the stores
PSP Captains’ Network
Captain guides & Play sheet
Weekly remote support
- Via conference calls
CommunicationCommunicationCommunicationCommunication
16 Episodes of PSPtv
-Associates testimonials sharing
around sustainability
Custom Magazine
Publications
E-newsletters
Print supports
(Poster, cards, stickers)
Games
Educational &
Interactive activities
TrainingTrainingTrainingTraining TrackingTrackingTrackingTracking
Company Intranet
Web Tool
HR Database
-health trend, absenteeism, etc
Roving team
-On ground to ascertain quality
across sampling of stores.
Story telling &
Testimonial Tracking

19. 19
Results
Over half of Walmart’s 1.3 million associates1.3 million associates1.3 million associates1.3 million associates
have voluntarily adopted their own PSP.
So far, thanks to PSP, Walmart associates
have collectively:
- Lost 184,315 pounds- Lost 184,315 pounds- Lost 184,315 pounds- Lost 184,315 pounds
- Walked/ biked/ swam a total of 1,100,000- Walked/ biked/ swam a total of 1,100,000- Walked/ biked/ swam a total of 1,100,000- Walked/ biked/ swam a total of 1,100,000
milesmilesmilesmiles
- Recycled over 9 million pounds of- Recycled over 9 million pounds of- Recycled over 9 million pounds of- Recycled over 9 million pounds of
aluminum, glass, paper and plasticaluminum, glass, paper and plasticaluminum, glass, paper and plasticaluminum, glass, paper and plastic
In addition:
Associates with PSPs are twice as likely totwice as likely totwice as likely totwice as likely to
volunteervolunteervolunteervolunteer in their communities, tackling both
environmental and social issues in
communities where they live and work
PSP has helped deliver $200M in sustainable$200M in sustainable$200M in sustainable$200M in sustainable
product sales in 2007 aloneproduct sales in 2007 aloneproduct sales in 2007 aloneproduct sales in 2007 alone

20. Kraft: make Kraft famous in China
Challenge: people in China aren’t aware that
Kraft is a food company that produces high
quality and tasty food
• Strategy: rather than talking about itself, Kraft
wants to make a real delicious difference
through CSR, as part of a broader corporate
campaign
• Campaign: Kraft committed itself to helping
underprivileged children eat and live better
through “Hope Kitchen”
• Results:
– the “hundred Kraft Hope Kitchens” are being
built around China right now, directly
reaching to 50,000 poor students
– these kitchens are also used as a template
for future school kitchens in their respective
areas so the Kraft name will spread further
– the initiative is helping Kraft to build positive
relationships with the government
– it also gives Kraft a long term, strong PR
platform that it’s leveraging actively

21. Pampers: caring for your baby
Challenge: Pampers needs to further strengthen its
equity in “caring for your baby’s development”
• Strategy: build CSR into the brand and the product
• Campaign: first in Hong Kong, then in China,
throughout Dec 07 to Dec 09, for every pack of
Pampers that Moms buy, Pampers donates to the
cause of eliminating tetanus through the UNICEF
program
• Results:
– Further strengthened Pampers’ emotional
connection with moms
– Pampers benefitted from association with UNICEF
– shipment increased by 20%+ vs. a year ago

22. Safeguard: the making of a hygiene icon
Challenge: Safeguard needed to establish
itself as a leader in hygiene products
• Strategy: through CSR, become a champion
of hygiene in China
• Campaign: Through China Red Cross, a
percentage of the sales goes to building
water facilities in needed area to fund the
“Safeguard’s Great Wall project”
• Results:
– helped Safeguard to establish its
leadership in hygiene through national
awards and recognition for the program
– the program has evolved since its launch
in 2007
• now includes a “rural doctor” program

23. Nippon paint: bring imagination alive
Challenge: the consumer paint market isn’t well developed yet - people see it
as utilitarian
• Strategy: dramatize how paint can bring imagination alive through CSR
• Campaign: through painting 100 Hope Schools in China, showcase how
painting could inspire imagination
• Results:
• the program was named “one of the top 10 charity programs in China in
2009,” greatly raising the profile of Nippon paint
• the program intrigued consumers about the brand and has become part
of Nippon’s buzz on the internet

24. Unicef: the importance of other people’s children
Challenge: UNICEF needed to help people to understand its
vision on a total budget of $100,000, including production and
media.
• Strategy: through both paid media and free airtime, bring the
vision of UNICEF to life
• Campaign: a TV spot “what other people’s children do for you”
• Results:
– The spot was aired first on CCTV through both paid media
and free airtime that Zenith media got for UNICEF.
– The work quickly got attention of other TV stations at
provincial and city level, who both loved the work and the
message. This generated thousands of dollars worth of free
airtime for UNICEF.
– This laid the foundation for UNICEF as one of the most
respected NGOs in China
– The work won the first gold One show award for China

25. B. YOUR BRIEF
VISION
KEY
MESSAGE
TARGETS
OBJECTIVES

26. VISION
KEY
MESSAGE
TARGETS
OBJECTIVES
LIVE POSITIVELY VISION
TCCC GLOBAL VISION

27. VISION
KEY
MESSAGE
TARGETS
OBJECTIVES
LIVE POSITIVELY VISION
COCA-COLA GREATER CHINA 2020 VISION
“PLANETPLANETPLANETPLANET:
CREATE COMPETITIVE ADVANTAGE
BY WEAVING INTO THE FABRIC
OF CHINA
VIA THE LIVE POSITIVELY PLATFORM”

28. VISION
KEY
MESSAGE
TARGETS
OBJECTIVES
KEY MESSAGE
“COCA-COLA CARES ABOUT
CONSUMERS’ HEALTH AND HELPS YOU
ACHIEVE A SUSTAINABLE LIFESTYLE”
BEVERAGE
BENEFITS
ACTIVE,
HEALTHY
LIFESTYLES

29. VISION
KEY
MESSAGE
TARGETS
OBJECTIVES
KEY TARGETS
1. SYSTEM: 40,000 EMPLOYEES
2. CONSUMERS: WITH A FOCUS ON 13-19
YO AND UNIVERSITY
3. STAKEHOLDERS: FOR EXAMPLE LOCAL
GOVERNMENT, SCHOOL TEACHERS,
YOUTH LEAGUE, MINISTRY OF HEALTH,
SPORTS ASSOCIATIONS.

30. VISION
KEY
MESSAGE
TARGETS
OBJECTIVES
OBJECTIVES
1. DRIVE AWARENESS AND UNDERSTANDING OF
LIVE POSITIVELY WITH A SPECIFIC FOCUS ON THE
ROLES OF NUTRITION AND PHYSICAL ACTIVITY ON
ACHIEVING A SUSTAINABLE LIFESTYLE; AND
2. ESTABLISH A FOUNDATION FOR LIVE POSITIVELY
WITH ACTIVE HEALTHY LIFESTYLES (#1 PRIORITY)
AND BEVERAGE BENEFITS ACTIVATION, READY
FOR FUTURE EXPANSION OF PLATFORM
ANDANDANDAND THENTHENTHENTHEN

31. HOW DOES IT RELATE TO ME?
As a big cause, sustainability is
still viewed with some suspicion
“As a world citizen, we all know that
pollution is bad…but if you take the point
of view of a Chinese citizen…we don’t
have a modern life yet, if Westerners
know that modern lifestyles pollute and
consumes energy, why don’t they stop
first?”
Jiang Xiaoyuan, scholar, columnist, author, during his
speech “how Chinese people should choose a green life ”
at the Shaolin Temple
• …yet people are quick to realize
that their own lifestyle isn’t
sustainable:
“The water quality is really bad, I know
people who won’t even wash their car
with the water in Shanghai”*
“I should exercise, I know it’s important, but
it is hard to find the time. After work, I just
want to go home and see my family.”*
*Live + Employee Research, TCCC, 2009

32. THE HAPPINESS DEFICIT IN CHINA
““““Sub healthSub healthSub healthSub health””””
• In urban China, only 3%
of the people are truly
healthy*
• 76% of office workers
are considered “sub-
healthy”*
• Among the successful
35-50, on average they
are 10 years biologically
older than their real
age*
*Urban China Health Survey, 2009. Sample size:
513,000. Methodology: Physical exam
data
““““Pseudo-happinessPseudo-happinessPseudo-happinessPseudo-happiness””””
• While 80% of middle
class families in China
claim to be happy, they
are also anxious about
the many issues:
housing, education,
wealth accumulation,
family love
*White Paper on Chinese Middle Class’ sense of
happiness, March 2010. Methodology:
quantitative survey. Sample size: 70,000 of
families making over 50,000 per year
““““Physical declinePhysical declinePhysical declinePhysical decline
among youthamong youthamong youthamong youth””””
• The physical fitness of
Chinese youth has
experienced a
continuous 10-year-long
decline
*National Health Monitoring, quoted by Xinghua
Agency, March 31, 2010

33. THE LACK OF MOTIVATION TO CHANGE
Majority of China are getting
more worried about the
environment
• 76% of the public think that the
environmental problem is “very” or
“somewhat bad,”10% higher versus
YA
Relatively few actually do
anything
• 28% seek environmental
knowledge proactively in 2008, a
decrease of 9% from 2007
• 24% advise others to use green
products or public transportation
• 26% regularly do things to save
energy
Source : China Public Environmental Protection Index, 2009.
Sample size: 9,593

34. IMPLICATIONS:
1. Focus on individuals first
– In China, sustainability starts with people’s own lives
• Find a way to motivate change

35. 35
POSITIVE STIMULI BRINGS CHANGE
I think itI think itI think itI think it’’’’s important tos important tos important tos important to…………
IIII’’’’ll be better off because ofll be better off because ofll be better off because ofll be better off because of…………
Everyone is doingEveryone is doingEveryone is doingEveryone is doing…………
…………itititit’’’’s so easy to do!s so easy to do!s so easy to do!s so easy to do!
………… itititit’’’’s really working for me!s really working for me!s really working for me!s really working for me!
Source: Based onSource: Based onSource: Based onSource: Based on ““““Models and Theories of Behavioral ChangeModels and Theories of Behavioral ChangeModels and Theories of Behavioral ChangeModels and Theories of Behavioral Change”””” ((((ProchaskaProchaskaProchaskaProchaska, Di Clemente, ), Di Clemente, ), Di Clemente, ), Di Clemente, )
People only change when they’re
prepared and convinced of the
need for it (TRIGGER)
• People change when everyone
around them is doing it too,
especially INFLUENCERS
• When the change is EASY
• People change when there is
strong evidence, or they see clear
RESULTS
• Their healthy new behavior is
MAINTAINED when people are
reminded & rewarded by their
action.

36. HOW PEOPLE CHANGE IN CHINA
• “I think it’s important!”
– During the days leading to the Olympics, the
citizens of Beijing happily let go some of their
old habits to show off a new China to visitors.
• “Everyone is doing it”
– Volunteers emerged in legions following the
Wenchuan earthquake, working together and
making a big difference.
• “It’s so easy to do”
– Plastic bag ban at groceries is so simple that
everyone gets it. Has reduced plastic
consumption by two thirds.
• “It really works!”
– Subway riders in Beijing now let other
passengers get off first before they get on not
because they’re asked to, but because it’s
faster this way.

37. MULTI-PRONGED APPROACH TO CHANGE
I think itI think itI think itI think it’’’’s important tos important tos important tos important to…………
IIII’’’’ll be better off because ofll be better off because ofll be better off because ofll be better off because of…………
Everyone is doingEveryone is doingEveryone is doingEveryone is doing…………
…………itititit’’’’s so easy to do!s so easy to do!s so easy to do!s so easy to do!
………… itititit’’’’s really working for me!s really working for me!s really working for me!s really working for me!
IndividualsIndividualsIndividualsIndividuals
GovernmentGovernmentGovernmentGovernment
CommunitiesCommunitiesCommunitiesCommunities
NGOsNGOsNGOsNGOs
IndividualsIndividualsIndividualsIndividuals

38. Implication
1.1.1.1. Talk to individuals firstTalk to individuals firstTalk to individuals firstTalk to individuals first
2.2.2.2. Bring happiness to people = Bring changesBring happiness to people = Bring changesBring happiness to people = Bring changesBring happiness to people = Bring changes
People are motivated to change when they can picture
the positive outcomes of their actions

39. D. LIVE POSITIVELY ENGAGEMENT MODEL
TARGETS &
INFLUENCES
BEYOND
AWARENESS
CUMULATIVE
ENGAGEMENT
TACTICAL
FOCUS

40. TARGETS &
INFLUENCES
BEYOND
AWARENESS
CUMULATIVE
ENGAGEMENT
TACTICAL
FOCUS
TARGETS & INFLUENCES
CCGC
LEADERS &
ASSOCIATES
BOTTLING
PARTNERS
KEY
CUSTOMERS
GLOBAL
SYSTEM
SUPPLIERS
CONSUMERS
PRESS & OTHER
STAKEHOLDERS
NGO’S&
ASSOCIATION
S
GOVERNMENT
/
REGULATORY
PLANET
THE GREATER
GOOD
COMPANY
SYSTEM
STAKEHOLDERS

41. TARGETS &
INFLUENCES
BEYOND
AWARENESS
CUMULATIVE
ENGAGEMENT
TACTICAL
FOCUS
TARGETS & INFLUENCES
CCGC
LEADERS &
ASSOCIATES
BOTTLING
PARTNERS
KEY
CUSTOMERS
GLOBAL
SYSTEM
SUPPLIERS
CONSUMERS
PRESS & OTHER
STAKEHOLDERS
NGO’S&
ASSOCIATION
S
GOVERNMENT
/
REGULATORY
PLANET
THE GREATER
GOOD
START AT
THE CENTRE
ENGAGE
THE SYSTEM
PROVE TO
STAKEHOLDERS
SCALE WITH
CONSUMERS

42. TARGETS &
INFLUENCES
BEYOND
AWARENESS
CUMULATIVE
ENGAGEMENT
TACTICAL
FOCUS
BEYOND AWARENESS
AWARENESS
UNDERSTANDING
BRIEF OBJECTIVES
FOCUSED HERE. WE
NEED TO GO FURTHER.

43. TARGETS &
INFLUENCES
BEYOND
AWARENESS
CUMULATIVE
ENGAGEMENT
TACTICAL
FOCUS
BEYOND AWARENESS
AWARENESS
UNDERSTANDING
RELEVANCE
ENROLMENT
SCALE ACTION
ACHIEVEMENT
“THEY”
“THEY”
“ME”
“ME”
“WE”
“WE”
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MEMEMEME
MEMEMEME
MEMEMEME MEMEMEME
MEMEMEME
MEMEMEME

44. TARGETS &
INFLUENCES
BEYOND
AWARENESS
CUMULATIVE
ENGAGEMENT
TACTICAL
FOCUS
BEYOND AWARENESS
AWARENESS
UNDERSTANDING
RELEVANCE
ENROLMENT
SCALE ACTION
ACHIEVEMENT
“I HAVE HEARD ABOUT A.H.L.”
“I FINALLY UNDERSTAND WHAT A.H.L. IS”
“I NEED TO MAKE CHANGES MYSELF”
“I MADE A PERSONAL COMMITMENT”
“I TRY TO GET OTHERS INVOLVED”
“LOOK AT WHAT I, AND WE TOGETHER,
HAVE ACHIEVED!”

45. TARGETS &
INFLUENCES
BEYOND
AWARENESS
CUMULATIVE
ENGAGEMENT
TACTICAL
FOCUS
BEYOND AWARENESS
AWARENESS
UNDERSTANDING
RELEVANCE
ENROLMENT
SCALE ACTION
ACHIEVEMENT
PERSONAL AND COLLECTIVE
SUCCESS STARTS A POSITIVE
LOOP OF RECOMMITMENT.

46. TARGETS &
INFLUENCES
BEYOND
AWARENESS
CUMULATIVE
ENGAGEMENT
TACTICAL
FOCUS
CUMULATIVE ENGAGEMENT
AWARENESS
UNDERSTANDING
RELEVANCE
ENROLMENT
SCALE ACTION
ACHIEVEMENT
OPTIMAL PATH TO BUILD THE
LIVE POSITIVELY STORY

47. TARGETS &
INFLUENCES
BEYOND
AWARENESS
CUMULATIVE
ENGAGEMENT
TACTICAL
FOCUS
CUMULATIVE ENGAGEMENT: YEAR 1
AWARENESS
UNDERSTANDING
RELEVANCE
ENROLMENT
SCALE ACTION
ACHIEVEMENT

48. TARGETS &
INFLUENCES
BEYOND
AWARENESS
CUMULATIVE
ENGAGEMENT
TACTICAL
FOCUS
CUMULATIVE ENGAGEMENT: YEAR 2
AWARENESS
UNDERSTANDING
RELEVANCE
ENROLMENT
SCALE ACTION
ACHIEVEMENT

49. TARGETS &
INFLUENCES
BEYOND
AWARENESS
CUMULATIVE
ENGAGEMENT
TACTICAL
FOCUS
CUMULATIVE ENGAGEMENT: YEAR 3
AWARENESS
UNDERSTANDING
RELEVANCE
ENROLMENT
SCALE ACTION
ACHIEVEMENT

50. TARGETS &
INFLUENCES
BEYOND
AWARENESS
CUMULATIVE
ENGAGEMENT
TACTICAL
FOCUS
TACTICAL FOCUS BY TARGET
AWARENESS UNDERSTANDING RELEVANCE ENROLMENT SCALE ACTION ACHIEVEMENT
•CONTEXTUAL
INTERNAL MEDIA
•LEADERSHIP
TOWN HALLS
• BLOG-BANG
•LIVE POSITIVELY
LABS
• LEADERSHIP
BLOGS
•INTERNAL
TESTIMONIALS
•PSP ONLINE
• PERSONAL LOG
•SHARING
MATERIALS:
‘LITTLE RED BOOK’
•CUMULATIVE
GOALS AND
TRACKING
ENGAGEMENT
TACTICS
METRICS
CCGC & SYSTEM
•GETTING % OF
SPACE IN
INTERNAL
NEWSLETTERS
•BLOG VISITS
•MEETING
PARTICIPTAION
•INTERNAL
SURVEYS
•PARTICIPATION
RATES
•BLOG VISITS
•REGISTRATION #
•LOG-INS
•COPIES
DISTRIBUTED
•REGISTRATIONS
AND LOG-INS
•SELF-REPORTED
PROGRESS

51. TARGETS &
INFLUENCES
BEYOND
AWARENESS
CUMULATIVE
ENGAGEMENT
TACTICAL
FOCUS
TACTICAL FOCUS BY TARGET
AWARENESS UNDERSTANDING RELEVANCE ENROLMENT SCALE ACTION ACHIEVEMENT
•PARTNER
PUBLICATIONS
•PR AND ATL
•ONLINE
PRESENCE
•WEBSITE
•SNS
•CONTRIBUTION
ON SNS/WEBSITES
•USER GENERATED
CONTENT
•PROGRAM AND
EVENT
PARTICIPATION
•REGISTRATIONS
• VOLUNTEERING
•SNS •CELEBRATE VISIBLE
LANDMARKS
THROUGH EVENTS
AND ONLINE
PROGRAMS
ENGAGEMENT
TACTICS
METRICS
CONSUMERS
•WEBSITE VISITS
•SURVEY
•# OF
COMMENTS ON
SNS
•SURVEY
•# OF USAGE
•# OF
DOWNLOADS OF
APPS
•# OF EVENT
PARTICIPATION
•# OF ACTIVE
MEMBERS AND
VOLUNTEERS
• …
•INVITATIONS TO
FRIENDS TO JOIN
•PEOPLE
PARTICIPATION
•INFRASTRUCTURE
IMPROVEMENT
•IMPROVEMENT IN
HEALTH

52. TARGETS &
INFLUENCES
BEYOND
AWARENESS
CUMULATIVE
ENGAGEMENT
TACTICAL
FOCUS
TACTICAL FOCUS BY TARGET
AWARENESS UNDERSTANDING RELEVANCE ENROLMENT SCALE ACTION ACHIEVEMENT
•PR/GOVERNMENTAL RELATIONS •SHARE COLLABORATION IDEAS, GET
THEIR INTEREST UP IN WORKING WITH
L+
•LEVERAGE THEIR
NETWORK,
FURTHER EXTEND
L+
•WIN AWARDS FOR
L+
•WIN AWARDS FOR
PARTNERS
•GENERAL
RECOGNITION
ENGAGEMENT
TACTICS
METRICS
STAKEHOLDERS
•QUALITATIVE - WHEN ASKED
KNOW WHAT L+ IS
•HOW MANY PROPOSALS ARE
CONSIDERED
•HOW MANY PARTNERSHIPS ARE
FORMED
•ADDITIONAL
PEOPLE
REACHED
THROUGH
COLLABORATIO
N
•AWARDS
•HONORABLE
MENTIONS AT
EVENTS AND
MEDIA

53. E. CREATING A MOVEMENT – PLATFORM IDEAS
AN IDEA THAT DRIVES INTEREST THROUGH
PERSONAL RELEVANCE AND
CHALLENGES AN ASPECT OF POPULAR CULTURE.

54. PLATFORM 1PLATFORM 1PLATFORM 1PLATFORM 1
THE MINISTRY OF HAPPINESS
IN CHINA THERE IS A MINISTRY FOR ALMOST EVERYTHING.
COCA-COLA WILL LAUNCH THE MINISTRY THAT ADDRESSES THE
CHINESE HAPPINESS DEFICIT – THAT RENEWS A BELIEF IN SIMPLE
ACTIVE PLEASURES, THAT ENABLES AND EMPOWERS PEOPLE TO ACT
AND TO ENROL OTHERS.
JUST LIKE ANY OTHER MINISTRY – THERE ARE OFFICIALS, CONGRESSES,
OFFICIAL CERTIFICATES – BUT IT IS ALL IN THE GOOD-HUMOURED
PURSUIT OF HAPPINESS.

55. MINISTRY OF HAPPINESS PROGRAM MAP
SYSTEMSYSTEMSYSTEMSYSTEM
•TURN WORKPLACE FROM A
PROBLEM INTO A SOLUTION
FOR L+
•BIKE PROGRAM
•DANCE
•MUNICIPAL GOVERNMENTS
IN 7 CITIES
TACTICAL SUPPORT
•INTERNAL BLOGS
•SNS
•PSP
•INTERNAL
COMMUNICATIONS
•SNS
•CAMPUS MEDIA
•DIGITAL APPS
•DISTRIBUTION CHANNEL/IN
STORE TO PROMOTE THE
PROGRAM
CONSUMERSCONSUMERSCONSUMERSCONSUMERS STAKEHOLDERSSTAKEHOLDERSSTAKEHOLDERSSTAKEHOLDERS
GOALS
IDEAS
•MAKE THE BIG ABSTRACT L+
COME TO LIFE
•GIVE PEOPLE FUN AND
LITTLE WAYS TO JOIN
•POPULARIZE THEIR GOALS
THROUGH THE POWER OF
THE COCA-COLA SYSTEM
•OFFICE RELAY
•VOLUNTEER FOR AS
ORGANIZERS THE BIKE
PROGRAM
•FAMILY AND FRIENDS
PARTICIPATION
METRICS
•ENROLLMENT
•BLOG PARTICIPATION
•RECRUITMENT OF
FAMILY AND FRIENDS
•SNS MEMBERSHIP
•USAGE OF BIKES
•# OF DOWNLOADS AND
FORWARDS OF DANCE
•# OF PEOPLE HELPED
THROUGH THE PROGRAM
•ONLINE AND MEDIA BUZZ

56. YEAR BY YEAR EVOLUTION
YEAR 1YEAR 1YEAR 1YEAR 1
MAKE PEOPLE START
LIVING SUSTAINABLY
WITH THEMSELVES
“LIVING MORE ACTIVE
IS LIVING HAPPIER”
YEAR 2YEAR 2YEAR 2YEAR 2
CREATE A GREATER
IMPACT FOR THE
COMMUNITY AT LARGE
“I WANT TO MAKE OUR
COMMUNITY HAPPIER BY
HELPING THE
ENVIRONMENT”
YEAR 3YEAR 3YEAR 3YEAR 3
SUSTAIN AND REINFORCE THE
NEW HABITS
“WE LIVE SUSTAINABLY, FOR ME,
AND FOR EVERYONE ELSE”

60. GREAT
ShowShowShowShow HuanzhouHuanzhouHuanzhouHuanzhou photo of bike stand re done as Cokephoto of bike stand re done as Cokephoto of bike stand re done as Cokephoto of bike stand re done as Coke

62. How to rent the bicycle in
Hangzhou?
• Cost:Cost:Cost:Cost:
• Process:Process:Process:Process:
– Swipe the card across the locking machine
– The lock opened you can see the light on the lock turn green, then you can ride the bicycle
away
– When you finished the ride, take the bicycle to the locking area
– Swipe the card across the locking machine. When the green light turn off, you lock return the
bike successfully
• Public transportation cardPublic transportation cardPublic transportation cardPublic transportation card：
– People will be charged 200 Yuan as deposit and
need to replenishing some additional amount of
money for renting in the card.
HourHourHourHour <1 1~2 2~3 >3
Cost Free 1 Yuan 2 Yuan 3 Yuan/hour

63. Bicycle rental maps in
Hangzhou

64. Who’s doing the programs
• There are already 7 cities (HZ, BJ,SH,WH,WX,CD and GZ) with government
subsidies rental bike program. http://www.chinarmb.com/ http://www.gzpublicbike.com/
• Hang Zhou-Municipal government appropriate funds, and Hangzhou Public
Transportation Group is responsible for operating
• Beijing-Yong Jiu Bicycle Factory is responsible for the program (municipal
government appropriate funds)
• Wu Han-The free bicycle project is taken charged by Wuhan XFD Technology
Co., Ltd., a bicycle operating unit (municipal government appropriate funds)
• Shanghai——Shanghai XFD Co., Ltd and Yong Jiu Bicycle Factory operate this
job together (municipal government appropriate funds)
• Wu Xi-Wu Xi Epco Technology Co., Ltd. run the procedure. (municipal
government appropriate funds)
• Guangzhou-Guangzhou Public Bicycle Operator is responsible for this
campaign (municipal government appropriate funds)

65. Advertising opportunity
• Now there are only non-commercial public ads on the wheels
爱护环境，绿色出行
Care the environment, green commuting

66. Free bicycle for Expo in
Shanghai
• Tourists can borrow a free bicycle in the Expo Site. The free
bikes can be returned at every place. There will be 10,00010,00010,00010,000
bikes and at least 60 rental sites outlets in the Expo area.bikes and at least 60 rental sites outlets in the Expo area.bikes and at least 60 rental sites outlets in the Expo area.bikes and at least 60 rental sites outlets in the Expo area.

67. • There are already new renting outlets near Xiangyang Park,
especially for tourists of the Expo.
• The free bicycles are also available for visitors exploring all the
famous old buildings and beautiful scenic spots.
• There will be 1,500 renting sites and 60,000 bicycles available till 2010
in Shanghai
• Based on the technology. The GPS positioning technology was used
on the free bicycles for monitoring the bike position and guide for
users
Free bicycle for Expo in
Shanghai

68. MOH PROGRAM
Engagement
• Ride a rental bake to excise at night.
• Coke will sponsor the bike rental program in 7 cities*
• Usage for bakes are low during the non-business hours in most cities.
• Night time is perfect for excising: cleaner air, lighter traffic.
• For every case of coke there is a redemption coupon for a rental card worth RMB XX.00
which can only be used after 18:00 to midnight.
• The sales increment as a result of this promotion fuels the Coke rental program.
* HZ, BJ,SH,WH,WX,CD and GZ

69. MOH PROGRAM
Engagement (Year 2)
• To exercise, to recycle, as well as get
more bikes for my city
• Install large see through AHL recycle bin to collect used bottles and cans at
key bike rental locations.
• Communication to encourage bikers to pick up used bottles/ cans on the
streets and put them into the AHL bins.
• Coke is to donate an additional bike for the rental system with every collected
40Kg of plastics bottles or 30Kg of cans.**
• People can exercise more, clean up streets, recycle more, as well as helping
the rental program to get more bikes – with virtually a self funding program.
** 1 bottle is RMB 0.1, RMB 200 = 2, 000 bottles , 2,000 bottle *20g = 40,000 g for a bike
1 can is RMB 0.1, RMB200 = 2,000 cans, 2,000 cans *15g=30,000g for a bike

70. PLATFORM 2PLATFORM 2PLATFORM 2PLATFORM 2
PQ: PLAY QUOTIENT
IN A NATION THAT PRIORITISES IQ WE ARE GOING TO INTRODUCE THE
CONCEPT OF PQ.
IT’S TIME TO TAKE ACTIVE PLAY SERIOUSLY.
PROVEN BY ACADEMICS, TALKED UP BY EXPERTS, TAUGHT IN
SCHOOLS, SUPPORTED AT WORK – PQ WILL BE A BUZZ-WORD FOR
THE PURSUIT OF AHL. PEOPLE WILL KNOW THAT PLAY HELPS HEALTH,
IMAGINATION, SOCIABILITY.
WHAT’S YOUR PQ?

71. PLAY QUOTIEN PROGRAM MAP
SYSTEMSYSTEMSYSTEMSYSTEM
•TURN WORKPLACE FROM A
PROBLEM INTO A SOLUTION
FOR L+
•WORK MOBILE GAMES
•SIMPLE GAMES
•PLAY ANYWHERE
•CAMPUS YOYO
COMPETITION
•STUDY AND PLAY
TOGETHER
•NGO “CHINA CHILDREN AND
YOUTH FOUNDATION”’S LET ME
PLAY PROGRAM
TACTICAL SUPPORT
•INTERNAL BLOGS
•SNS
•PSP
•INTERNAL
COMMUNICATIONS
•SNS
•CAMPUS MEDIA
•DIGITAL APPS
•COMPETITION
•DISTRIBUTION CHANNEL/IN
STORE PRMOTION OF THE
PROGRAM
CONSUMERSCONSUMERSCONSUMERSCONSUMERS STAKEHOLDERSSTAKEHOLDERSSTAKEHOLDERSSTAKEHOLDERS
GOALS
IDEAS
•MAKE THE BIG ABSTRACT L+
COME TO LIFE
•GIVE PEOPLE FUN AND
LITTLE WAYS TO JOIN
•POPULARIZE THEIR GOALS
THROUGH THE POWER OF
THE COCA-COLA SYSTEM
•WORK MOBILE GAME
•SIMPLE GAMES
•PLAY ANYWHERE
•WORK AND PLAY
TOGETHER
METRICS
•ENROLLMENT
•BLOG PARTICIPATION
•RECRUITMENT OF
FAMILY AND FRIENDS
•SNS MEMBERSHIP
•USAGE OF BIKES
•# OF DOWNLOADS AND
FORWARDS OF DANCE
•# OF PEOPLE HELPED
•# OF VOLUNTEERS PARTICIPATED
•THROUGH THE PROGRAM
•ONLINE AND MEDIA BUZZ

72. YEAR BY YEAR EVOLUTION
YEAR 1YEAR 1YEAR 1YEAR 1
MAKE PEOPLE START
LIVING SUSTAINABLY
WITH THEMSELVES
“I WANT TO PLAY
MORE”
YEAR 2YEAR 2YEAR 2YEAR 2
CREATE A GREATER
IMPACT FOR THE
COMMUNITY AT LARGE
“A CLEANER AND MORE
SUSTAINABLE
ENVIRONMENT IS
HEALTHIER TO PLAY IN”
YEAR 3YEAR 3YEAR 3YEAR 3
SUSTAIN AND REINFORCE THE
NEW HABITS
“WE LIVE BOTH TO WORK AN
TO PLAY”

79. NGO Partners
China nationwideVarious sports competitionsFederation Middle School Sports
of China
中国中学生体育协会
Beijing, Nanjing, Qingdao,
Chengdu, Wuhan,
Guangzhou, Zhongshan,
Shenyang
“Let Me Play”
“让我玩”
China Children and Teenagers’
Fund
中国儿童少年基金会
China nationwide“Hope Happy Playground”
“希望工程快乐体育场”
China Youth Development
Foundation
中国青年发展基金会
Hong Kong and other 6
countries
“Jump Rope for Heart”
“跳绳强心”
World Heart Federation
世界心脏联盟
PlaceProgramNGO

80. World Heart Federation 世界心脏联盟
• ProgramProgramProgramProgram：“Jump Rope for Heart” “跳绳强心”
• BackgroundBackgroundBackgroundBackground: The growing importance of the
childhood obesity issue means that this topic is
becoming a strong focus of the advocacy
activity of the World Heart Federation
• Objective:Objective:Objective:Objective: To disseminate the heart health
message to the young generation and
encourage them to do regular exercise.
• TimeTimeTimeTime: Since 1999
• Place:Place:Place:Place: Hong Kong
And other 6 countries (Australia,
Indonesia, Netherlands, Norway,
Singapore, USA)

81. China Youth Development Foundation
中国青少年发展基金会
• Program:Program:Program:Program: “Hope Happy Playground” “希望
工程快乐体育场”
• Background:Background:Background:Background: In the remote rural areas of
China, many schools have only minimal PE
equipment there is no way to ensure that
PE lessons and after-school activities are
held. There are few opportunities for
children to get necessary exercise.
• Objective:Objective:Objective:Objective: To assist Hope Schools and
schools in remote rural areas that are
pressed for PE gym equipment.
• TimeTimeTimeTime: Since 2006
• Place:Place:Place:Place: China nationwide

82. CYDF’s Previous Partnerships
• Partner:Partner:Partner:Partner: Qiaodan Sports Co. Ltd
• Program:Program:Program:Program: “Sports Ignite the Hope” “运动点燃希
望”
• Background:Background:Background:Background: Qiaodan Sports Co. Ltd donated
10 mil. RMB to the “Hope project • Qiaodan
Sports Charity Foundation”
• Objective:Objective:Objective:Objective: The foundation will be used for
schools playground construction, sports
equipment and sports activities development.
• Time:Time:Time:Time: 2008
• Place:Place:Place:Place: China nationwide
• PartnerPartnerPartnerPartner: SMG
• ProgramProgramProgramProgram: “Cheers! 2008 – Dragon TV • Hope
Happy Playground” “加油！2008—东方卫视•希
望工程快乐体育行动”
• Background:Background:Background:Background: Caring for China charity, SMG
together with 10 celebrities plan to raise fund
for CYDF
• Objective:Objective:Objective:Objective: To raise fund of 300 Mil. RMB for
14000 hope schools’ sport equipments
• Time:Time:Time:Time: 2008
• Place:Place:Place:Place: China nationwide

83. China Children and Teenagers’ Fund
中国儿童少年基金会
• Program:Program:Program:Program: “Let Me Play” 让我玩
• Background:Background:Background:Background: The urbanization in China
cause more than 20 million children and
teenagers to leave hometown and follow
parents to a strange city. Facing a new
environment, most children feel confused
and lonely because of lack of care, low
self-esteem and facing an uncertain
future.
• ObjectiveObjectiveObjectiveObjective: The program aims to help
Chinese migrant youth overcome social
isolation by inspiring them to reach their full
potential through sport.
• Time:Time:Time:Time: since 2006
• Place:Place:Place:Place: Beijing, Nanjing, Qingdao,
Chengdu, Wuhan, Guangzhou,
Zhongshan, Shenyang

84. Federation Middle School Sports of China
中国中学生体育协会
• Program:Program:Program:Program: various sports competitions
• Background:Background:Background:Background: Non-governmental sports
organization founded in 1973 to prompt
China’s middle schools sports activities.
• ObjectiveObjectiveObjectiveObjective: To organize national sports
competitions, to participate in international
sports competitions and sports scientific
research.
• Time:Time:Time:Time: since 1973
• Place:Place:Place:Place: China nationwide

85. PQ PROGRAM
Engagement
• Helping as well as playing with the migrant youth
• China Children and Teenagers’ Fund 中国儿童少年基金会* (Since 2006)
• The urbanization in China cause more than 20 million children and teenagers to leave
hometown and follow parents to a strange city. Facing a new environment, most children
feel confused and lonely because of lack of care, low self-esteem and facing an
uncertain future.
• Program: “Let Me Play” 让我玩
• Aims to help Chinese migrant youth overcome social isolation by inspiring them to reach
their full potential through sport.
• Coke encourage office workers to donate and fund the program in their cities, as well as
spending the weekends playing with the young migrants.
• (Year 2) Coke sponsors an Annual Sports Day inviting groups of office workers from
different companies to team up with young migrants for competition
* Beijing, Nanjing, Qingdao, Chengdu, Wuhan, Guangzhou, Zhongshan, Shenyang

86. Thank You!Thank You!Thank You!Thank You!