Coca-Cola Zero Basic equity. Coca-Cola ZERO basic equity Basic Coke Zero message covers intrinsic...
-
Upload
cleopatra-willis -
Category
Documents
-
view
221 -
download
0
Transcript of Coca-Cola Zero Basic equity. Coca-Cola ZERO basic equity Basic Coke Zero message covers intrinsic...
Coca-Cola ZeroBasic equity
Coca-Cola ZERO basic equity
Basic Coke Zero message covers intrinsic communication
Basic equity sampling setup
Energetic communication(hostesses)
Coca-Cola Zero samples!
An iPad application for consumers who take on the Coke Zero challenge
Basic scenario – samplng team
_ Timing_ 04.07. – 28.08.2010 r.
_ Promotional teams_ 2 sampling Hostesses_ 1 Hostman_ Supervisor_ 1 Technical person
_ Working hours_ 10:00 – 18:00
Outfit elements
_ Girl - /cold/ version_ Tight outfit+belt_ Coat (if it is really cold)_ Military look cap_ Sunglasses_ Shoes
_ Boy - /cold/ version_ Military look cap_ Sunglasses_ Black hoodie_ Black combat pants_ Black t-shirt
Uniforms can be evaluated as „incomplete” if 2 elements of listed above are missing in all team members together
Jacket or hoodie is not required if it’s hot
Outfit elements
_ Girl - /hot/ version_ Shorts+belt_ Boxer shirt_ Military look cap_ Sunglasses (option)_ Sandals_ Bikini underwear (only roadtour)
_ Boy - /hot/ version_ Military look cap_ Sunglasses (option)_ Black hoodie (if it’s cold)_ Black combat pants_ Black t-shirt
Black bikini underwear
Girl sandalUniforms can be evaluated as „incomplete” if 2 elements of listed above are missing in all team members together
Coke Zero
Coca-Cola ZeroHigh equity
+
High equity sampling setup
Energetic communication(hostesses)
Coca-Cola Zero samples!
An iPad application for consumers who take on the Coke Zero challenge
Same as CITY sampling
Heli Hanger
High equity scenario
High equity scenario
Heli Hanger is an engaging background to make unique photos
In high equity approach there is a dedicated team member – Hostman (who wears same uniform as other team members) responsible for shooting photos of the consumers
Every consumer whom we made a photo gets a special branded card with an access to his photo via web