Implementing multicountry Coca-Cola projects in Serbia

Implementing multicountry Coca-Cola projects
in Serbia
Márk Gémesi, senior account executive
Beograd, 20th April 2011.
Agenda
1. About Carnation Group
2. Our collaboration with TCCC
3. Teens in Serbia – a brief insight
4. Our TCCC projects in Serbia
Implementing Coca-Cola projects in Serbia
ABOUT
CARNATION GROUP
Our core competences
CARNATION GROUP IS AN INDEPENDENT, FULL-
SERVICE AGENCY ARMORED WITH MORE THAN 14
YEARS OF DIGITAL EXPERIENCE, OFFERING
SOLUTIONS ON THE WHOLE MARKETING COMMUNICATION
PLATFORM FOR ITS CLIENTS IN THE
About Carnation Group
CEE REGION.
Our pillars
OUR STRONG AND ESTABLISHED DIGITAL
COMPETENCES
OUR PEOPLE
OUR STABILITY AND SIZE
OUR CEE THINKING
OUR MORE THAN AGENCY APPROACH
About Carnation Group
Working in 23 countries through partners
Countries served by Carnation
Albania
Austria
Bosnia & Herzegovina
Bulgaria
Czech Republic
Croatia
Cyprus
Estonia
Greek
Hungary
Italy
Latvia
Lithuania
Moldova
Macedonia
Malta
Montenegro
Poland
Romania
Serbia
Slovenia
Slovakia
Switzerland
Cross country clients:
Procter & Gamble, Coca-Cola, Microsoft, Saab, Otto, Austrian Tourism, Air France, Erste Group
About Carnation Group
Key Clients of Carnation Group
Telco
Telenor Group (telenor, djuice, red bull mobile)
FMCG
P&G, Coca-Cola, Beiersdorf, Kraft Foods, Sara Lee, Tnuva
Media
Sanoma, Ringier, Hungarian Television, RTL, Walt Disney
Pharmaceutical
GlaxoSmithKline, Bayer, Novo Nordisk, Merck, Richter
Financial Services Raiffeisen, ING, Erste Group, Generali, AXA, MNB (National Bank)
Automotive
Toyota, Saab
IT
Microsoft, Antenna Hungária, Trilulilu.ro
Commerce
Metro, Tesco-Global
Energy
E.ON, RWE, MVM
Tourism
Danubius Hotels, Österreich Werbung, Air France
Government
National Development Agency, National Communications Authority
Non-profit
Open Society Institute, WWF, @ ® ©
Real estate
IVG, ExpoReal
About Carnation Group
OUR COLLABORATION
WITH TCCC
Brief History
ƒ 2008 digital agency of TCCC in Hungary
ƒ 2009 November cross country assignments for TCCC in 9
countries (e.g. Nestea in Switzerland, Austria, Serbia and
Fanta in Serbia, Hungary)
ƒ 2010 December leading digital agency of TCCC teen
activations in the CSE region (23 countries inc. Serbia)
ƒ Champion project: Robocoke – the MSN Agent of Coke
Our collaboration with TCCC
Team Structure
Our collaboration with TCCC
RoboCoke – the MSN Agent of Coke
The challenge:
Promoting Coca-Cola’s loyalty
program with an innovative solution
that (1) reach our target audience, (2)
build brand loyalty (3) can be used
long-term
The solution:
We needed someone, who could act
like a typical teen => we have created
RoboCoke, the MSN Agent
Detailed description of the project: http://cokemsnagent.awards.carnationgroup.com
Our collaboration with TCCC
RoboCoke – the MSN Agent of Coke
Our collaboration with TCCC
TEENS IN SERBIA
– A BRIEF INSIGHT
Source: Understanding teens in Serbia, Synovate 2009.
Sharing and belonging is essential
for their happiness
Source: Understanding teens in Serbia, Synovate 2009.
They share feelings and emotions
through Facebook and not directly
Source: Understanding teens in Serbia, Synovate 2009.
They present themselves as
spontaneous and relaxed, in search
for stimulation and challenge, with
permanently uplifted energy level
Source: Understanding teens in Serbia, Synovate 2009.
Their everyday fears
are disloyalty among
friends, “bad
reputation” and
visibly standing out
and differing from the
mainstream
Source: Understanding teens in Serbia, Synovate 2009.
Highest percentage of people within
the same age group using digital
services are between 19-22 years
old
Source: Karike.com (available source), Facebook.com 2009
OUR TCCC PROJECTS
IN SERBIA
FANTA PLAY AND
FANTA DANCE BATTLE
WEBSITES
#1 – Fanta Play website
The task
Adapt the Fanta Play website originally created for the Hungarian market for
Serbia
Live website: http://www.fanta.rs
Our TCCC projects in Serbia
#1 – Fanta Dance Battle website
The challenge:
The idea
Supply the online promotional
engine that is the core of the teen
activation where users can win the
opportunity to join the fanta crew
on the label of the fanta bottle
User register, upload their video
where they are dancing the Fanta
dance, collect votes on the
website and the one with the most
votes wins.
Live website: http://www.fantadancekonkurs.rs
Our TCCC projects in Serbia
USED
DIGITAL
ASSETS
Registration
form that is easy
to fill out
containing only
the most
important
information
USED DIGITAL ASSETS
Video upload directly to the Fanta
youtube channel. After the video
was approved by the moderator
users could vote on it or share it on
Facebook and twitter
USED DIGITAL ASSETS
The activation has three phases, a
teaser phase, an upload phase and
an afterlife phase when the winner
is displayed
FANTA SHOKATA
WEBSITE AND
CREATIVES
#2 – Fanta Shokata website and creatives
The challenge:
Apply the main concept of „Turn
the world upside down” to the
digital execution
The idea
Let’s think big and let’s provide
the teens the opportunity to turn
their online world upside down.
Live website: http://www.fanta.rs/shokatizer
Our TCCC projects in Serbia
USED DIGITAL ASSETS
On the Fanta Shokata website
teens were able to enter the URL of
a website and the page was
displayed to them with all the HTML
text upside down. We also gave
them a tool with which they could
flip their instant messages upside
down and use it in their IM client.
USED DIGITAL ASSETS
On the Fanta Shokata website
teens were able to enter the URL of
a website and the page was
displayed to them with all the HTML
text upside down. We also gave
them a tool with which they could
flip their instant messages upside
down and use it in their IM client.
USED DIGITAL ASSETS
On the Fanta Shokata website
teens were able to enter the URL of
a website and the page was
displayed to them with all the HTML
text upside down. We also gave
them a tool with which they could
flip their instant messages upside
down and use it in their IM client.
USED DIGITAL ASSETS
On the Fanta Shokata website
teens were able to enter the URL of
a website and the page was
displayed to them with all the HTML
text upside down. We also gave
them a tool with which they could
flip their instant messages upside
down and use it in their IM client.
USED DIGITAL ASSETS
On the Fanta Shokata website
teens were able to enter the URL of
a website and the page was
displayed to them with all the HTML
text upside down. We also gave
them a tool with which they could
flip their instant messages upside
down and use it in their IM client.
CREATIVES
To drive traffic to the website we created
some of the digital campaign creatives in
special formats to drive more attention on
the activation
Thank you!
Márk Gémesi
senior account manager
Carnation Group
gemesi.mark@carnation.hu