Date post: | 17-Jul-2015 |
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Marketing |
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Classified - Confidential
Just Dance Now with Coca-Cola
Alban Dechelotte Responsable Partenariats chez Coca-Cola, Vincent Coudert Responsable Partenariats Ubisoft et Valeria
Herzer de Havas Sports & Entertainment
TWO PROBLEMS: TEENS ARE NOT MOVING ENOUGH!
80% of 12–15 year olds arenot meeting the WHO Recommendation of 1 hour of Moderate Activity per day
We know Movement = HappinessSo we wanted to help teens move
To this
From this…
Havas Sports & Entertaiment Classified - Confidential
AND COKE NEEDS TO RECONNECT WITH THEM
‘COKE TALKS TO EVERYONE, NOT TO ME’NWEN QUAL RESEARCH
BUT WE ARE LOSING THEIR LOVE
=
TEENS = THE ENGINE OF OUR BUSINESS
IN TERMS OF PER CAPS AND LIFE TIME VALUE
Havas Sports & Entertaiment Classified - Confidential
MUSIC MOVE DANCE
=+
INCREASE OUR EFFORTS TO PROMOTE A HEALTHY ACTIVE LIFESTYLE
By leveragingteens’ love of dancing,
music and gaming
WE COULDN’T SIT & WATCH SO WE DECIDED TO ACT!
Havas Sports & Entertaiment Classified - Confidential
PARTNERNING WITH COCA-COLA ON THE LAUNCH OF THE MOST ANTICIPATED INNOVATION: JUST DANCE NOW
Havas Sports & Entertaiment Classified - Confidential
FROM = CONSOLE GAME
PLAY ANYWHERE, ANYTIME, WITH AN UNLIMITED NUMBER OF FRIENDS
TO = MOBILE GAME
4 PLAYERS
Smartphone as a controllerwith any connected screen
BRINGS UNIQUE COCA-COLA EXPERIENCETO THE JUST DANCE NOW GAME EXPERIENCE
1 free songThe only one
always available:“Find your Move”
Challenge‘Move more
to unlocka 2nd song’
Havas Sports & Entertaiment Classified - Confidential
https://www.youtube.com/watch?v=XGbyJZ3d70Q
https://www.youtube.com/watch?v=bbGXHUIsJI4
WE STAGED A DANCE-OFF IN PARIS FEATURING INTERNATIONAL HIP-HOP STARS ‘LES TWINS’
And a few days later
we launched the Coke + Just Dance Now film
We surprised people with a secret Coke red box. A crowd gathered and The Twins showed up.
They all joined in the dancing on Just Dance Now.
A REAL LIFE DEMONSTRATION OF “MOVEMENT IS HAPPINESS”
Havas Sports & Entertaiment Classified - Confidential
AND LAUNCHED THE CAMPAIGN WITH A SEEDING, INFLUENCERAND PACK STRATEGY ACROSS NWEN
Limited edition canswith QR code
to download the app for free
350 Limited Edition Boxes sent
to influencers
A TEASER TO GENERATE ANTICIPATION FOR
THE FILM LED TO 1.3MVIEWS PRE-LAUNCH
Les Twinsat the Press Conference
To generate views
To generate conversation
A PRESS CONFERENCE WITH LES TWINS
DROVE VIEWS AND CONVERSATIONS
INFLUENCER STRATEGY TO ENGAGE KEY COMMUNITIIES
DOWNLOAD JUST DANCE NOW
FROM 250ml CANSour teen recruitment pack
Leverage Partners’ communities
Havas Sports & Entertaiment Classified - Confidential
WE OBTAINED INCREDIBLE RESULTS WITH OUR HERO FILM THAT OUTPERFORMED OUR EXPECTATIONS
65% BRAND RECOGNITION
11.5M VIEWS
20% ORGANIC VIEWS 3rd
MOST WATCHED FILM IN COKE HISTORY
92% RATIO LIKE / DISLIKE
Our European best practice on YouTubeHavas Sports & Entertaiment
Classified - Confidential
MAKING STAKEHOLDERS AND GATEKEEPERS AWARE OF OUR COMMITMENT
MEDIA REACH
66Mpotential contacts
63 CLIPPINGS
TOP 10 BRANDED
VIDEO
TOP 3 VIRAL VIDEO CAMPAIGNS
95%Brand
Quotation
THE FR MOST POPULAR AD
Havas Sports & Entertaiment Classified - Confidential
INSPIRING MILLIONS OF TEENS TO MOVE IN A FUN AND ENGAGING WAY FOR FREE THANKS TO COCA-COLA
FIND YOUR MOVEhas been played
+4 M timesgenerating
12 M minutes of dance
+12M* downloads
with Coke integration
Havas Sports & Entertaiment Classified - Confidential