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Christmas 360° Activation Shopper Marketing Collaboration between Coca-Cola HBC Ireland & Tesco Ireland
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Overview Shopper Marketing Objectives
360° Christmas Campaign Activation Overview
Joint Value Creation – Tesco & Coca-Cola HBC Collaboration
Communications Strategy – Pre-Event, Event & Post Event
Concept to Activation
Results
Top Tip
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Shopper Marketing Objectives
Make Shopper Engagement the central focus of every aspect of
the campaign.
Create a unique shopper activation for Tesco
Build a communications strategy to generate awareness, create
momentum to amplify & deliver longevity to the campaign.
Execute a fully integrated 360°campaign using all Tesco platforms, e.g.
ATL, Experiential Marketing, WOW displays & POS activation, Strong
Promotional Programme, Merchandising, E-retailing, Tesco
Magazines, Shopper Media, Social Media & Sampling.
Drive footfall, shopper engagement, festive theatre & ultimately sales in
Tesco stores nationwide
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Consumer Christmas Communications
Digital: Make a WishOOH & Shopper Media
In-Store: Santa + Bow
An Old-Favourite TVC: Holidays Are Coming
heralds the official start of
Christmas!
Followed by Make
Someone Happy TVC:
Inspiring us to
MAKE OTHERS
HAPPY
Packaging
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360°Christmas Campaign Activation
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Joint Value CreationStrategic Customer Collaboration to drive shopper engagement, Household Penetration & Frequency of purchase of
Coke brands and to develop CCH & Tesco relationship.
Leverage strength of Coke at Christmas in Tesco via exclusive Coca-Cola Truck Tour Event, exclusive Augmented Reality Experiential Activation, In-store & On-line Activation supported by fully integrated communications programme.
COKE:Digital & Social: Cokezone.ie & Coke Facebook PostsTesco.ie E-Retailing Display AdsPR: Press Releases, Radio Interviews
TESCO:ATL: National & Regional Radio SpotsATL: Sunday National Press, Tesco Shopper Magazine Advertising (Living & Fresh Value)Digital and Social: Tesco.ie, Tesco Facebook, Twitter PR: Press Releases
TRUCK TOUR EVENT - CAR PARKCOKE OUTDOOR DELIVERABLES:Coca-Cola Trucks with with Dublin Gospel Choir, Souvenir Photo Opportunities, Sampling, Snow Machine & Pass the Parcel Festive Fun!TESCO OUTDOOR DELIVERABLES:Mini Christmas Market with Hot Chocolate & Alcohol-free mulled wine sampling with festive treats for all the family;Live Reindeer Petting Zoo & Santa Appearance.COKE IN-STORE:Coke: Augmented Reality Experiential Event with Souvenir photo of ‘digital’ Coke Santa (purchase-linked);Exclusive Displays: WoW Reboard Trucks (avg 5 pallets stock), Rooftop Displays, DRR Pallet Displays, Lead End, Aisle Activation, Satellite Displays & E-retailing driven by strong promotional programme
OBJECTIVE
STRATEGY
TACTICS
DEMAND CREATION DEMAND DELIVERY
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360°Christmas Campaign Activation
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Coca-Cola Truck Tesco Tour 2014
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Augmented Reality
Experiential
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A 3 Phase Approach
INVITE PHASE
CREATING AWARENESSOF THE CAMPAIGN
INVITING CONSUMERSTO PARTICIPATE
ENGAGE PHASE
ACTIVATING THE CAMPAIGNON THE GROUND
HARVESTING CONTENT
AMPLIFY PHASE
USING CAMPAIGN CONTENT TO AMPLIFY AND EXTEND
THE CAMPAIGN TO A BROADER AUDIENCE EG. ON SOCIAL
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INVITECoca-Cola Christmas at Tesco Pre-Event Awareness
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RADIO AD 1NATIONAL ANNOUNCING TOUR
RADIO AD 2REGIONAL ANNOUNCING LOCATIONS
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Tesco Press Advertising
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Tesco Facebook
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Tesco Twitter
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Tesco.ie Activation
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TESCO DUNDALK3,000 Visitors
TESCO CLAREHALL3,400 Visitors
TESCO WEXFORD4,800 Visitors
TESCO WILTON4,300 Visitors
TESCO COONAGH5,000 Visitors
TESCO MAYNOOTH3,900 Visitors
Coca-Cola Truck Tesco Tour 2014
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Augmented Reality: Concept To Activation
20 STORES
Activated
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Social Media Reaction
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Tesco POS Activation
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Tesco.ie E-Retailing Activation
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RESULTS Double digit sales increase in Coca-Cola’s portfolio vs PY;
11% growth ahead of the sparkling soft drinks category in the market;
2-3% increase in sales in Truck Tour stores across all categories;
16% engagement rate for Coca Cola-related posts on social media;
Achieved truly collaborative team work and delivered Joint Value.
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TOP TIPS 1. Keep Shopper Engagement front of
mind at all times in building each aspect of the activation.
2. Use every appropriate platform within the retailer’s arsenal to communicate
and amplify the activation. 3. Build a strong, cross-functional team
across both the retailer and supplier teams for optimum collaboration.
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Customer LeadershipTesco at Christmas
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