ACTIVATE PLACES OF PLAY | Team Fizz Ed | Ogilvy | 7.30.2014 |
TEAM FIZZ ED
AGENDA
1. TASK
What we were asked
2. STRATEGY
Work behind the work
3.
WORK
What we’ll do
4. METRICS
Measuring success
5.
BUDGET
Dollars and sense
pg. 1
pg. 8
pg. 27
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AGENDA
1. TASK What we were asked
1
PROBLEM
Coca-Cola has been criticized in the media for contributing to “the obesity epidemic.� 21
BELIEVE
We believe Coca-Cola can be an integral part of an active, happy, and balanced lifestyle. 3
AUDIENCE
Target lowincome teens ages 12 to 17 in urban areas. 4
TASK
Develop a toolkit to market and promote the process of refreshing places of play in selected cities. 5
TOOLKIT
PR & social media strategy Launch event Plan to spark and maintain interest Consumer engagement plan Partnerships Branded creative assets
6
OBJECTIVE
Our objective is to realize Coca-Cola's mission of creating moments of happiness and uplift while directly impacting “the obesity epidemic.� 7
AGENDA
2. STRATEGY Work behind the work
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2
SECONDARY RESEARCH
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2
PRIMARY RESEARCH
Focus groups
10
2
PEER INFLUENCE
“What would make you go to a park and play, vs. going home and playing video games?”
“If my friends were there. I wouldn’t go by myself.” Sam, 15 years old
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2
PEER INFLUENCE
The motivation to be active comes from friend influence and involvement. 12
2
AUDIENCE SEGMENTS
ATHLETIC
NONACTIVE
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2
LACK OF TIME & RESOURCES
“Youths from poor families are at a disadvantage because their parents are less likely to have the time and money to enroll them in private and community sports teams. Transportation, team dues and equipment costs are all obstacles.� Source: Mintel; Spending Habits of the Teen Consumer (US); August 2013
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2
LACK OF TIME & RESOURCES
No financial means or time
ATHLETIC
NONACTIVE
15
2
LACK OF CONFIDENCE & MOTIVATION
“I would never have the confidence to join a group of random guys playing basketball.” Eli, 16 years old
“Teens can be active, but it’s just easier to be lazy and cheaper to eat McDonald’s.” Velli, 17 years old
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2
LACK OF CONFIDENCE & MOTIVATION
ATHLETIC
NONNONACTIVE ACTIVE
Lack of confidence, motivation, and appealing options
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2
BARRIERS TO BEING ACTIVE
Lack resources & opportunities to play competitive sports
ATHLETIC
NONACTIVE
Limited intriguing options outside of organized sports
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INSIGHT: There is no middle ground between football games and video games. 19
2
APPLYING THE INSIGHT
Coke will create a middle ground to allow both athletic and non-active teens to unite in these refreshed places of play. 20
2
APPLYING THE INSIGHT
Include friend participation !
Appeal to two distinct segments with different barriers to being active
21
2
TOOLKIT OBJECTIVE
Through these moments of uniting with peers, Coke wants teens to experience the value of a healthy lifestyle, keeping them active for the long haul. 22
Be part of the team.
2
BIG IDEA
MOTIVATION Both in the short and long term, teens are motivated to participate in activities that involve their friends.
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2
BIG IDEA
VALUE OF A TEAM Being a part of a team provides teens with a support network that not only encourages an active lifestyle, but also builds character and social skills.
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2
BIG IDEA
MOMENTS Coca-Cola has always succeeded in bringing people together through moments of happiness. !
Coca-Cola will bring teens together as a team to share simple moments of playful happiness. ! !
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AGENDA
3. WORK What we’ll do
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3
WORK
League 28
3
WORK
★ Casual sports league ★ Friendly competition with value of being on a team ★ Practice or skill not required
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3
LAUNCH EVENT
#JoinTheTeam 30
PRE-EVENT
PRE-EVENT
LAUNCH EVENT
POST-EVENT
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PRE-EVENT
BE PART OF THE TEAM.
DIGITAL
PHYSICAL
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FACEBOOK HUB
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FACEBOOK HUB
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FACEBOOK HUB
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SOCIAL
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KICKBALLS
Donate 100 branded kickballs to each school to create buzz and drive teens to sign up on our Facebook hub and attend.
#JoinTheTeam
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FLYER
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LAUNCH EVENT
PRE-EVENT
LAUNCH EVENT
POST-EVENT
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LAUNCH EVENT
#JoinTheTeam 39
GAMES
#JoinTheTeam
#JoinTheTeam
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GAME KIT
Coca-Cola sack
Kickball
Flag
Hula hoop
Jumping rope
Frisbee
Chalk
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SHARE A COKE
Coca-Cola vending machines to disperse “Share a Coke with your Teammate” cans
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WINNERS
SPIRIT WINNER
CUP WINNER
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PRIZE PACK
Concert tickets
iTunes gift cards
Gift bags
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VOLUNTEER PARTNERSHIPS
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POST-EVENT
PRE-EVENT
LAUNCH EVENT
POST-EVENT
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POST-EVENT
League 47
POST-EVENT
BE PART OF THE TEAM.
DIGITAL
PHYSICAL
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LEAGUE FOR LONGEVITY
★ Each team plays once a week ★ Facilitated by volunteers ★ Use Coca-Cola game kit to play any day with teammates or friends ★ Compete for season winners ★ Leads up to the semiannual Coca-Cola Cup 49
LEAGUE FOR LONGEVITY
★ User-generated content on Facebook hub ★ Updates and photos distributed through local Facebook pages ★ Featured winning teams posted to Facebook and Instagram
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AGENDA
4. METRICS Measuring success
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4
METRICS
Social
Sign-ups vs. attendance
Weekly game retention
Next Cup’s attendance
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AGENDA
5. BUDGET Dollars and sense
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5
BUDGET
Gift Bags Game Kit
$
Facebook Flyers
13,500
0
12500
Food Trucks Vending Machines
12,000
25000
5,500
Promotional Balls
5,000
5,000
37500
5,000 3,500
50000
54
Be part of the team. These are moments of Coming together, Sharing together, Working together, Succeeding together.