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About EARTH HOUR What is Earth Hour?
Objective
Promotion activation tactic
Promotion plan and report TV
Newspaper
Online AD
FM
Outdoor
Indoor
Event
Saved electricity
Budget
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Earth Hour is a global event organized by WWF (World Wide Fund
for Nature, also known as World Wildlife Fund) and is held on the
last Saturday of March annually, asking households and businesses
to turn off their non-essential lights and other electrical appliances
for one hour to raise awareness towards the need to take action on
climate change. Earth Hour was conceived by WWF and The Sydney
Morning Heraldin 2007, when 2.2 million residents of Sydney
participated by turning off all non-essential lights. Following
Sydney's lead, many other cities around the world adopted the
event in 2008. Earth Hour 2011 will take place on March 26, 2011
from 8:30 p.m. to 9:30 p.m., at participants' respective local time.
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Strengthen the LIVE POSITIVELY climate
protection, energy management Branding
To capture the change that is taking place in
our world and allow these actions to inspire
more action and it is sum of people individual
actions that will create a sustainable future.
4
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2011.03.26 20:30-21:30
Outdoor
Track backto drive
association and fully
amplify the
excitement with
Event
Earthhourpartyto
drive association and
fully amplify the
excitement with EH.
Online
Online mediato drive
association and
engagement trough
interactive experience.
Create strong linkage between Coke and Earth HourAmplify the experience throughout
marketing mix
PR
Advertorials:
initiative of earth hour
and encourage to join
earth hour.
Indoordoor
Office
decoration to
drive associationand fully amplify
the excitement
with stand
banner,dangler,
switch sticker.
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Earth HourActivationEarth HourActivation
Promotion period:
March 19t h- March 30t h
2011 20:30-21:30 / 12 days/
Promotion brand:
Live positively Energy
Management and Climate
ProtectionOrganizers:
WWF
MCS COCA-COLA
SENGUR brand
Media Communication:
Earth hour TV program:
March 12th March 25th (2
weeks)
Coke + Earth Hour and L+
TVC Ad
March 19 th -26th (1 week)
Online and Radio Ad
Outdoor Earth Hour :
35 Coca Cola Track back AdMarch 14th March 26th (2 weeks)
Indoor Decoration:
POSM : light box, stand banner, Dangler,
switch sticker.
Earth Hour event
Location: SUKHBATOR square,
Date: 2011.03.26 20:00-21:30
Entertainment
Announcer /Rock star
Munkhsaikhan/
Switch off action - buildings
around of SB square
Operation to burn candles Dancer show /UB dance/
Singers and groups
Fire show /actors of circus /
Drum show
Brass band
To paint on face
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EARTHHOUR
TV
FM
Press
On line
outdoor
Training foremployees
Event
7
IMC: 360IMC: 360 CommunicationCommunication2011.03.26 20:30-21:302011.03.26 20:30-21:30
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8
Openingoperation
Operation to burncandles
Singers andgroups
Dance show
Fire show Drum show
Brass band
To leave animpression
To paint on face
Sign board-1
LCD banner /office/
Dangler /office/-7
Light box /office/-1
Stand banner-5
Track back-35
Switch sticker-2000
TV C /7 TV/ ,TV program /5TV/,News /10 TV/
Online Ad -4Web pages
Press news/6 newspaper/
FM /3 channel/
MEDIAMEDIAOUTDOOUTDOOR &OR &
INDOORINDOOR
EVENTEVENTentertaenterta
inmentinment
EVENEVENTT
PRINPRINTT
Integrated MarketingIntegrated Marketing
CommunicationCommunicationObjective: To Aggressively Promote Coca Cola joint with earthObjective: To Aggressively Promote Coca Cola joint with earth
hour.hour.
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TV program-30 min and news (5 TV=6 days) total airing=150 min 2011.03.21-26
9
MediaMedia--TVTV2011.03.26 20:30-21:30
TVC- 20 sec (5 TV=2 days) total airing=1200 sec =20 min march 19-20
TV8
TVC- 5 sec (7 TV=6 days) total airing=990 sec=16,5 min march.21-26
TV8
TV news (9TV) 2011.03.27,28,29
ETV
TV program 20,30 sec (2TV=3 days) total airing=110 sec=1,8 min march.27,28,30
2011.03.26 20:30-21:30
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TV programsTV programs 2011.03.26 20:30-21:30
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Press newsPress news 2011.03.26 20:30-21:30
Newspapers
UNUUDURMONGOLIINUNEN
ARDCHILALUDRIIN
SONIN
ZUUNII
MEDEE
UNDESNII
SHUUDAN
March.7-28 March.9-24 March.10-25 March.15-28 March.14-28 March.16-24
1.What is Earth Hour
2. Earth Hour has done a
lot to raise awareness of
sustainability issues. But
theres more to it than
switching off lights for
one hour once a year.
Its all about giving
people a voice and
working together to
create a better futurefor our planet.
3. To call for people to
join with Earth Hour
4. News reporting about
Earth Hour
1.What is earth
Hour 2.About
technologies which
ecofriedly 3. Lets
manage electricity
(Method to manage
electric ity, Famous
people how to use
this method in
practical) 4. News
reporting aboutEarth Hour
1.What is earth
Hour 2. How to
manage electricity in
home situation
3. What is green
house gas
4. Mongolians stars
thought about earth
hour
1. What is earth
Hour 2. How to
reported in Buddha
formula about
information to
protect environment
3. News reporting
about Earth Hour
1. What is earth
Hour 2. History of
Mongolians habit to
protect nature,
3. Eco masthead
4. News reporting
about Earth Hour
1. What is earth
Hour 2. The
problems of
Ecosystem 3. Eco
masthead 4. News
reporting about
Earth Hour
3500 pieces 3400 pieces 13000 pieces 5600 pieces 1000 pieces 3000 pieces
PUBLISHED
min =29500 consumers read the
information about EARTH HOUR
2011.03.26 20:30-21:30
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EARTH HOUREARTH HOUR--2011 in newsletter2011 in newsletter2011.03.26 20:30-21:302011.03.26 20:30-21:30
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EARTH HOUREARTH HOUR--2011 in newsletter2011 in newsletter2011.03.26 20:30-21:302011.03.26 20:30-21:30
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Online ADOnline AD 2011.03.26 20:30-21:30
www.news.mn
www.zaluu.mn
www.gogo.mn
WEB banner
2011.march.23-26
WEB banner
2011.march.23-26
www.news.mn
www.zaluu.mn
www.gogo.mn
www.asunews.mn
www.zasag.mn
www.shuud.mn
www.nuuts.mn
Pre news
2011.march.23-25
Pre news
2011.march.23-25
www.news.mn
www.zaluu.mn
www.gogo.mn
www.baabar.mn www.asunews.mn
www.caak.mn
www.olloo.mn
Photo news
2011.march.28,29
Photo news
2011.march.28,29
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Online ADOnline AD-- beforebefore 2011.03.26 20:30-21:302011.03.26 20:30-21:30
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Online ADOnline AD-- afterafter 2011.03.26 20:30-21:302011.03.26 20:30-21:30
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FM 104
FM 101.7
FM 98.1
18
FM radioFM radio 2011.03.26 20:30-21:30
20 sec10-20 times
per day
4 days 3 FM
Total airing=200 times=66.6min
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MCS _all
3000 people
Mongolchamber all
6700people
Center ofdemocraticeducation
800 people
10500people
read this
letter
19
Online ADOnline AD--letterletter 2011.03.26 20:30-21:30
1. What is Earth
Hour
2. Why Coca-Cola
joined
earth Hour
3. Call to for Earth
Hour
Letter 1 content
1. How to pass
Earth Hour
/ funny information/
2. Call to for Earth
Hour
Letter 2content
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Training forsalesdepartment
Trainin
g for allemployees
25
2011.03.26 20:30-21:30
to deliver
info to
customer
To deliver
info to
your
family and
friends
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EventcontentEventcontent 2011.03.26 20:30-21:30
EARTHHOUR
EVENTPressrelease
Opening
Operation toburn
candles
Singers andgroups
dancerFire
show
Drum show
Brass band
To leaveanimpression
To paint onface
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Press conferencePress conference 2011.03.26 20:30-21:302011.03.26 20:30-21:30
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MCS Coca-Cola director
L.MYAGMARJAVWWF director
B.LHAGVASUREN
EARTH HOUREARTH HOUR-- 20112011 SWITCH OFF ACTIONSWITCH OFF ACTIONBuildings around of the SUKHBAATAR squareBuildings around of the SUKHBAATAR square
2011.03.26 20:30-21:30
Government house of Mongolia
Coke sign
Central house of cultureMongolian
dramatichouse
2011.03.26 20:30-21:30
Government house of Mongolia
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EARTH HOUREARTH HOUR-- 20112011 BURNING CANDLESBURNING CANDLES2011.03.26 20:30-21:302011.03.26 20:30-21:30
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EARTH HOUREARTH HOUR-- 20112011 INTERTAINMENTSINTERTAINMENTS2011.03.26 20:30-21:30
Bicycle show Dance group
Fire show
Singer groups
Brass band
Paint on face
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EARTH HOUREARTH HOUR-- 20112011 PEOPLE IN EVENTPEOPLE IN EVENT2011.03.26 20:30-21:302011.03.26 20:30-21:30
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Switched off 12 buildings around the SB square
We saved 152 KBT*H electrical energy
/ Calculated by Ph . D HUYAGDORJ.M-teacher of MUST -
UE/
It means that we can cook 1824 L tea during 1 hour.
32
EARTH HOUREARTH HOUR-- Saved electrical energySaved electrical energy during the Earth Hourduring the Earth Hour2011.03.26 20:30-21:30
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