Media > Use of Media

BANGKOK SUMMER FESTIVAL

INITIATIVE, Bangkok / COCA-COLA / 2012

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Overview

Credits

Overview

Effectiveness

- 65,000 Bangkok D/E teens attended the festival- 8.8m teens nationwide connected with live broadcast in TV and Online - TNS Research indicated 3/4 of participants now consider it as the National Summer Festival and 70% of Teens associate Coke as the No 1 music brand across all categories - USD $250,000 revenue from tickets sold with an 80% crown redemption rate- USD $2,400,000 free media (5.3 X actual media investment)- Coke “Brand Love” +2% Nationally VS 0% growth for Pepsi - Coke past 4 week consumption +6% - National market share maintained VS -2% for Pepsi

Execution

We had two thoughts: 1) if Bangkok teens can’t go to the beach, why not bring the beach to them? 2) although there were sponsored concerts for individual artists (often by Pepsi), there was no iconic music festival in Thailand like Glastonbury in the UK.And so was born “Bangkok Summer Festival by Coca-Cola,” 2-day music festival with the largest foam pool in Bangkok (ok, we couldn’t actually bring the sea) that only Coke could create and all at an affordable price for lower income teens.The buzz was so great that it became a "couldn’t miss" activity in Bangkok. We persuaded a cable TV channel to broadcast the whole event live at no cost. Continuing the theme of bringing music and beach to people, we set up concerts nationwide to give Teens a glimpse. Digitally, we launched exclusive one-to-one interactions with our performing artists via Coke’s Facebook and website.

Strategy

The soft drinks market is fiercely competitive in Thailand. Not only was Coke’s share declining vs Pepsi but a newcomer competitor “Big Cola” was making significant.Coke had identified the 440,000 Bangkok teens with lower income as the most valuable segment to drive volume given their receptivity to promotions and other “under the cap” activities but brand preference for Coke amongst this group was declining.Summer is the traditional battleground for soft drink with school holidays. Hot weather, a beach, and plenty of time to hang out with friends all are top of mind activities during summer school break for teens. But going to the beach requires transportation and accommodation and for our target audience these are significant barriers to entertainment. Our teens also love going to concerts - especially international bands (K-Pop and Western) but again, often cannot afford tickets.

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