Beth Corte-Real, Coca-Cola Great Britain and Ireland, UK
Philip McNaughton, Face, UK
Project hijackStep changing our dialogue with youth
in 2008 Coca-Cola GB&I
identified a big challenge
what young people* told us
they were doing was
different to what they were
actually doing in market
needed to get under the
skin of this audience to get
insights that lead to
solutions with impact in the
market
business challenge
* male & female aged 16-20
as well as getting under the skin
of young people, we also needed
to get under the skin of the
stakeholder audience
so the name hijack was chosen –
to signify that we wanted to
‘hijack’ the stakeholder team’s
expectations and presumptions
about a youth audience
and to signify that this project
would aim to deliver direct, hard-
hitting messages about the
challenges that faced the brand
why
hijack?
real time, their world
stakeholder engagement
Coca-Cola ecosystem –
bottlers and brand teams
breadth of coverage and
depth of insight
action orientated
needed yesterday
research challenges
how to understand the world of
young people, when this….. becomes this….. In just 2
years
and working with young people in
research can be a little like this…..
so in 2008 Hijack
1 was born
originally intended as a standalone piece
of research intended to get deep
understanding into a youth audience and
develop a range of solutions for engaging
young people with Coca-Cola brands
has become an ongoing insight platform
allowing Coca-Cola to engage with young
people in research in an real time, social
& participatory way to help land real
business results
still running in
2010 (Hijack 3)
hijack in pictures
real time mobile phone
status updates
social media analysis
co-creation workshop
online community
video diaries
stakeholder workshopsonline focus groups
hijack in numbers
200 young people involved in the project (and counting)
3 initial phases of hijack, which has grown to become the
number of years hijack has been running
5026 forum posts and blog entries
16 ultra-creative young people who co-created with the
stakeholder team
and the most important number of all
infinity …. or the idea of an ongoing dialogue with young people, rather
than a hit and run project that is just about numbers of groups,
participants
real conversations = real
insightslisten to young people talking to each other,
not to us
playtime all the time‘game’ orientated & multi-media
ongoing and real timecapture real behaviour over time, not edited
highlights
create together for better
insightwork with them, don’t ask questions at them
consumer/shopper principles
limited formal debriefingcome on the journey or be left behind
removing filtersparticipate
findings straight to desktopyouth world straight to their world
borderless project scope
and outputsbusiness wide objectives, business wide
outputs
stakeholder principles
from insight to action
on pack promotion
(some tasters of things that Coca-Cola are
doing as a result of the hijack project)
because young people
consistently told us they
needed something
focused, simple,
everyone wins & in their
currency
from insight to action
helping develop a brand
platform
coming from video &
written diaries which
helped us understand
when they were most
engaged with the category
from insight to action
shopper strategy & the
vital role of getting it
right in marketplace
because all the shopper
video diaries showed us
how many and how often
young people changed their
minds at the point of
purchase
from insight to action
reawakened belief in the
full range of pack
formats
because we saw just how
young people loved and
engaged emotionally with
all our pack formats – not
just 500ml PET
gaming
fashion
tech
IMCtrends
music
extreme
youth
coherent audience-centred approach that cuts
across brands & types of output
consumers
observation
respondents
channels
silos
one-hit
people
immersion
partners
niche tailored
collaboration
adaptive
an approach designed to help step-change the business’
attitude towards research & consumer / shopper
brand/
bottlerinsight agency consumer
brand/
bottlerinsight
agency
consumer
approach applied to
different audiences
evolution
expanded geographic
footprint
development of new
tools and approaches
Thank You