TEAM 7, e-Concept Development, Semester 2 Project 3, GROUP 8 Client: Virtue - Coca-Cola
Campaign: Start The Movement 03.12.2013
iga.kotra@gmail.com
kristina.peledaite@gmail.com
raluca.stana@yahoo.com
u.ucler@gmail.com
claudiajakobsen@gmail.com
viktoria.ivicsics@gmail.com
TABLE OF CONTENTS Introduction Problem area Problem formulation Client goal Target group analysis Concept description Before During After Thermodynamics technology Endorphins and exercising Body temperature while exercising Conclusion Project management breakdown References Figures
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INTRODUCTION Coca-Cola was created in 1886 in Atlanta, Georgia, by Dr. John S. Pemberton, Coca-Cola was first offered as a fountain beverage at Jacob’s Pharmacy by mixing Coca-Cola syrup with carbonated water. Coca-Cola was patented in 1887, registered as a trademark in 1893 and by 1895 it was being sold in every state and territory in the United States. In 1899, The Coca-Cola Company began franchised bottling operations in the United States. 1 Today Coca-cola is one of the leading brands worldwide. Currently they have three main brands representing coca-cola, diet coke and coca-cola zero. Each brand aims to target different audiences. Last year, they launched a new product in Argentina called Coca-cola Life2, it features healthy way of sweetening the drink. Besides the Coca-Cola brands, they offer various other soft drinks labels such as Fanta. Coca-cola is presented to the world as a socially sustainable company, aiming to create a happier life for people. Looking into their previous campaigns, they try to create a positive mood and feelings for community. The company’s mission is to refresh the world, to inspire moments of optimism and happiness, to create value and make a difference. That is what leads them to be considered one of the worlds best company’s. Interesting Facts: - Coca-Cola is available in more than 200 countries - #1 company on Facebook in relation to likes in the consumer products sector. - American Coca-Cola tastes different than the International version Coca Cola. - Three people tried to sell Coca-Cola’s secret ingredients to Pepsi, but Pepsi reported them to Coke and the FBI.3 - Coca Cola are consumed every second is 10,450 servings.2 https://www.facebook.com/cocacola/info http://www.dailymail.co.uk/news/article-2372792/Sure-real-thing-GREEN-Coke-launched-Argentina-natural-sweetener-fully-recyclable-bottle.html 3 http://wiki.answers.com/Q/How_many_coca_cola_soft_drinks_are_consumed_every_second#slide1 4 http://money.cnn.com/2006/07/05/news/companies/coke_pepsi/index.htm 5 http://www.coca-colacompany.com/stories/the-chronicle-of-coca-cola-a-symbol-of-friendship
- During WWII, the owner of Coca-Cola made sure “to see that every American in uniform gets a bottle of Coca-Cola, wherever he is and whatever it costs the company.”4 - Pepsi is larger in terms of revenue than Coca-Cola.
PROBLEM AREA In the current digital era, online presence is an important attribute to any company. Although Coca-Cola has been around for 127 years6, and serves 1.7 billion servings a day7, their online presence suffers as they are struggling to emotionally appeal to consumers digitally. This is due to the difficulties in conveying the physical interactions and appeals consumers have with Coca-Cola products into their digital campaigns. Keeping in mind the Coca-Cola 2020 vision8, global health issues are the primary focus, specifically, obesity. Obesity is one of the greatest public health challenges of the 21st century, and continues to rise at an alarming rate. This is global challenge that can drastically increase a person’s risk of developing numerous non-communicable diseases and is already responsible for 2-8% of health costs and 10-13% of deaths in Europe.9
PROBLEM FORMULATION - Analyze the image of the company, its values and potential. - Explore the current trends and health related problems that affect the target group. - Identify the channels which would be most relevant for the target group.
Client brief (02.12.13) http://www.coca-cola.co.uk/faq/products/how-many-cans-of-coca-cola-are-sold-worldwide-in-a-day. html 8 http://assets.coca-colacompany.com/22/b7/ba47681f420fbe7528bc43e3a118/2020_vision.pdf 9 http://www.euro.who.int/en/health-topics/noncommunicable-diseases/obesity/obesity
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CLIENT GOAL
TARGET GROUP ANALYSIS
1. Create an engaging campaign that promotes a healthy and active lifestyle in coordination with the 2020 Refresh and Content vision. 2. Target the male demographic between the ages of 18-30 living in Europe.
According to the client brief (02.12.2013), the target audience is represented by the millennials, in particular, male with the age between 18-30 within Europe.
http://assets.coca-colacompany.com/22/b7/ba47681f420fbe7528bc43e3a118/2020_vision.pdf http://www.dailymail.co.uk/news/article-2372792/Sure-real-thing-GREEN-Coke-launched-Argentina-natural-sweetener-fully-recyclable-bottle.html 12 http://survey.telefonica.com/globalreports/
Millennials, also known as Generation Y, are the demographic cohort following Generation X. There are no precise dates as to when the generation starts and ends. Commentators use beginning birth years from the early 1980s to the early 2000s. Sometimes referred to this group as the “Peter Pan generation”, the main and common trait is that they are “civic minded”, with a strong sense of community, both local and global. They are concerned about the health of the economy, as well as the planet. Many believe that their views and believes are inadequately represented by their government. Millennials value entrepreneurship and believe they can make a difference. They are also defined by their ubiquitous use of technology and believe that an education in technology will ensure personal future success.12 Name: Akos Age: 26 Birth country: Hungary Occupation: Project Manager at a Creative Agency Interests: Making music and organizing parties, Blogging (Tumblr), Up-to date with technology and innovation, going to festivals and concerts Style: Hipster Name: Kuba Age: 24 Occupation: student and Junior Consultant Birth country: Poland, currently living in Denmark Interests: Football, video games, new technologies Style: Computer geek
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Opinions and life views of the millennials:13 - 87% say “technology has made language barriers easier to overcome” - 69% say “technology creates more opportunities for all” - 83% agree that “technology has made it easier to get a job” (according to an online survey made by Telefonica on a population of 12, 171, spread across the globe. The global margin of error is -9/+9)
2. Key issues for the target group.
The information gathered through our research on the millennials, we created a mind map around 2 main topics: 1. Keywords that represent the millennial target group.
Figure 1: Millenials
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http://survey.telefonica.com/globalreports/
Figure 2: Millenials Issues
This allowed us to breakdown the information obtained through our research and create a visual documentation that not only keeps us on track with the various aspects that influence the millennials, but also to gain a clear understanding of these factors.
CONCEPT DESCRIPTION As to provide a means of gathering our inspirations and keywords for the concept of our project, we created a moodboard that displays different ideas and words that our concept revolves around. This general idea was the starting point to our ideation.
make a difference. The message can also be characterized by two substrates. The first one is an invitation to revolution, to change, to being part of a bigger mechanism that will aid in making the world a better place. The second substrate refers to movement, being dynamic, start exercising, being healthier, and having a balanced lifestyle. Upon acted on the campaign, the psychical reward is “I started the movement”. Studys show that the milennials, along with the Baby Boomers, represent the “generation me”, focused on expressing their individuality and somehow narcisistic. A message having a central subject “I”, could turn the tables around and give the scene to the receiver of the campaign message. The central element/tool of the campaign is the Coca Cola can with a little tweak. The Coca-Cola cans will be designed to be able to measure body temperature.
Figure 3: Mood board
Message: “Start the movement” Message when engaging with the campaign: “I started the movement” From a language point of view, the campaign message is easy to understand by all european millennials, no matter the language. The message has an energizing and refreshing “call to action” layer and goes hand in hand with many of the main common traits of the millennials, such as their common belief that they can 14
Figure 4: Happymeter mockup
http://www.generationme.org/, http://en.wikipedia.org/wiki/Me_generation
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Figure 5: Start The Movement 3D Happymeter rendering
Chapter “Thermodynamics technology” will explain the technology behind it and refer to other beverage major players on the market that used it. Chapter “Endorphins and body temperature” will explain the correlation between endorphins, physical activity and body temperature. The main idea is that when you do physical exercise, your body produces endorphins and the body temperature also increases. The purpose of this campaign is to measure how active the receiver has been, therefore the level of happiness, by simply measuring the body temperature. In order to better explain the campaign around our concept message and the tool itself, the whole campaign has been put into a “before/during/after” framework. Before: The campaign will be launched in the “hottests” (high pietonal traffic, example - Copenhagen Central Station ) spots in all European capitals at the same time. People that will decide to take the stairs instead of running stairs will be rewarded with a Coca-Cola can and are invited to measure their body temperature on the can. If the level reaches red (high body Figure 6: Stair case promotion. temperature), they will receive a campaign Coca Cola t-shirt with the message: “I started the movement”. Having high body temperature after walking up the stairs, insinuates that they have been less active.
Another application of the concept tool can be on buses, where the cans will be attached to bus handles. “Start the movement” will encourage inactive people to improve their lifestyle. The fun element to the campaign will be to measure the various temperatures that people have for example, those who ran to catch the bus will have a different effect on the cans than those who were waiting for the bus. During these offline activities, the ones participating in the launch of the campaign will be filmed and a campaign video will be made and shared through social media. The video will show the “movers”/participants and will briefly explain how to measure your body temperature Figure 7: Bus handles. and what to do with the input one receives from the Coca-Cola can. During: The Coca-Cola campaign cans can be purchased from the traditional selling/distribution centres. Once you have purchased it, you can measure your body temperature through placing your thumb on the thermometer found on the back of the can: “Happymeter”. The temperature represents different intensity levels. The higher, the more active you’ve been (higher body temperature), therefore the more points you are likely to receive. A fun element in this phase would be to encourage not only people that have exercised, but also the ones that had sexual intercourse to participate, as it also represents a high level of activity and targets the male
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millennials interests. Once the consumer presses their thumb against the Happymeter, the color will go up according to their temperature level and reveal a two digit code (from 10 to 99 or from AA to ZZ). This code will be used on the landing page/app developed for the campaign. INSERT LANDING PAGE! Participants can sign up for the landing page/app of the campaign with their social media account (facebook, twitter, endomondo), which will retrieve the stored information about the user (Name, Age, Location). Here, they can insert their two digit code revealed by the Happymeter along with the unique barcode number of the can. This will increase their number of “happiness points” or potentially win a prize that’s only given to a set amount of cans per country. The prize would be an “I started the movement” campaign t-shirt, Coca-Cola can, or any other related product including services by 3rd party partners. The stickiness factor is represented by user generated videos. During the campaign, the target group will be encouraged to share a video about their success story of reaching a high level of body temperature after walking up the stairs, training, taking the bike instead of the bus. After: After a set timeframe, the campaign ends, and the top five people with the most points in each country, will be rewarded with tickets to a concert organized in the “Happiest European Country”. Besides the individual reward, the campaign will be built around the community. Your points will be added to your city happiness 15 16
http://openmaterials.org/materials-101-thermochromic/ http://www.drinkpromo.com/
points deposit. Within a given timeframe, the city that earns the most points will be rewarded with the title: “The Happiest city in X country” and will be awarded funds for urban gyms to again promote the active and balanced lifestyle. Points from each European country is also collected with the overall goal to win “Happiest European country” and be the hosting country for the event. Thermodynamics technology: The question that arises is: Is it possible, from a technical point of view, to implement the central concept of the campaign, namely: having a Coca Cola can that reacts to your touch? The answer is multifaceted: there are many technologies and materials that react to heat, but how many react to marginal changes of temperature? One of them, named thermochromic pigments, are reactive materials. They react by changing their state, shape and/or color when exposed to temperature above the temperature’s ambient.15 They can be incorporated into paint (could be the paint on the Coca Cola can), fabric, film and glass. There are even companies that specialise on Temperature sensitive technology that they are using to promote beverages, such as Drink Promo16, that only focuses on the way beverage brands are interacting with their consumers through their bottles, mats, glasses or cans. Some of the companies they have worked with are: Heineken, Stella Artois, Guinness and Budweiser. Although, the technology we have chosen for exposing our concept is none of the above, we encourage a deeper investigation into how they would work together and how they would react to marginal changes of temperature. The technology used though, is a thermometer strip with color
display, adhesive on the back side that can have a customized shape and printing and measure body temperature instead of air temperature at an available to consumer price of $0,01/piece. Of course, the higher the buying power, the lower the price.17 In conclusion, the technology exists and it’s been used by other big players on the market to reinforce a brand message, increase sales, encourage consumption, drive curiosity and customer experience. The main argument, though, is changing the paradigm of one way interaction and get the brands to react back on the spot to the individual’s input.
regular temperature after an intensive training.20 Summing up both factors, by exercising and being active, the amount of endorphins in the human body increases as well as temperature of the body. We can therefore conclude that, the higher body temperature, the happier the person.
Endorphins and exercising: While exercising, one’s body releases chemicals called endorphins. They interact with the receptors in the brain that reduces your perception of pain. Endorphins also trigger a positive sensation in the body, similar the one caused by morphine. That is the reason why the feeling that follows a run or a workout is often compared to euphoria. Endorphins act as analgesics, which means they change the perception of pain. They can also calm one down or help with falling asleep. They are produced in one’s brain, spinal cord, and many other parts of the body and are released in response to brain chemicals called neurotransmitters. The neuron receptors endorphins binds are the same ones that bind some pain medicines.18 Body temperature while exercising Danish scientists conducted an experiment on healthy young men cycling for 60min at an intensity of 75 percent of their maximum capacity. They measured his body temperature throughout the time and the temperature was raising linearly reaching 39-39,5 degrees celsius by the end.19 Another study conducted by PtDirect.com showed that the body of an average person needs about 20 min to come back to its http://www.alibaba.com/product-gs/1048835117/thermometer_strip.html http://www.webmd.com/depression/guide/exercise-depression 19 http://politiken.dk/forbrugogliv/sundhedogmotion/ECE1133026/hvorfor-stiger-min-temperatur--naar-jeg-motionerer/ 20 http://www.ptdirect.com/training-design/anatomy-and-physiology/adaptations-to-exercise/acute-body-temperature-responses 17 18
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CONCLUSION The “Start the movement� campaign represents a concept which has many elements that could propel it to become a viral movement: we appeal to the millennials by involving them in a community act, by empowering them with tools to make a difference for their countries, we are approaching health issues in a positive and engaging way, without focusing directly on the problem of obesity, but rather on a solution, and on top of that we are adding a stickiness factor: fun elements that could transform the Coca-Cola culture and brand perception by connecting it to daily activities, such as riding a bus or walking up the stairs. (Encourage them to have a balanced lifestyle.)
PROJECT MANAGEMENT BREAKDOWN Although this project was the shortest out of all during the E-concept development program, we used almost the same amount of project management tools as we did before. We used SCRUM board to ensure a great workflow through the project. We also set up a GoogleDrive document to work on the content together, collectively and avoid the contradicting versions. Creating a Facebook page allowed us to share links with each other while still keeping them in one place with everyone having access to them. Figure 10: SCRUM board
REFERENCES https://www.facebook.com/cocacola/info http://www.dailymail.co.uk/news/article-2372792/Sure-real-thing-GREEN-Coke-launched-Argentina-natural-sweetener-fully-recyclable-bottle.html 3 http://wiki.answers.com/Q/How_many_coca_cola_soft_drinks_are_consumed_every_second#slide1 4 http://money.cnn.com/2006/07/05/news/companies/coke_pepsi/index.htm 5 http://www.coca-colacompany.com/stories/the-chronicle-of-coca-cola-a-symbol-of-friendship 6 Client brief (02.12.13) 7 http://www.coca-cola.co.uk/faq/products/how-many-cans-of-coca-cola-are-sold-worldwide-in-a-day.html 8 http://assets.coca-colacompany.com/22/b7/ba47681f420fbe7528bc43e3a118/2020_vision.pdf 9 http://www.euro.who.int/en/health-topics/noncommunicable-diseases/obesity/obesity 10 http://assets.coca-colacompany.com/22/b7/ba47681f420fbe7528bc43e3a118/2020_vision.pdf 11 http://www.dailymail.co.uk/news/article-2372792/Sure-real-thing-GREEN-Coke-launched-Argentina-natural-sweetener-fully-recyclable-bottle.html 12 http://survey.telefonica.com/globalreports/ 13 http://survey.telefonica.com/globalreports/ 14 http://www.generationme.org/, http://en.wikipedia.org/wiki/Me_generation 15 http://openmaterials.org/materials-101-thermochromic/ 16 http://www.drinkpromo.com/ 17 http://www.alibaba.com/product-gs/1048835117/thermometer_strip.html 18 http://www.webmd.com/depression/guide/exercise-depression 19 http://politiken.dk/forbrugogliv/sundhedogmotion/ECE1133026/hvorfor-stiger-min-temperatur--naar-jeg-motionerer/ 20 http://www.ptdirect.com/training-design/anatomy-and-physiology/adaptations-to-exercise/acute-body-temperature-responses 1 2
FIGURES Figure 1: Millennials Figure 2: Millennials issues Figure 3: Mood board Figure 4: Happymeter mock-up flat Figure 5: Start The Movement 3D can Happymeter rendering Figure 6: Stair case promotion Figure: 7: Bus handles Figure 8: Landing page - before Figure 9: Landing page - after Figure 10: SCRUM board