TENDANCES BRAND CONTENT 2015 : Just Dance présenté par Alban Dechelotte de Coca-Cola

Classified - Confidential

Just Dance Now with Coca-Cola

Alban Dechelotte Responsable Partenariats chez Coca-Cola, Vincent Coudert Responsable Partenariats Ubisoft et Valeria

Herzer de Havas Sports & Entertainment

“How we made 10M teens dance”

Havas Sports & Entertaiment Classified - Confidential

TWO PROBLEMS: TEENS ARE NOT MOVING ENOUGH!

80% of 12–15 year olds arenot meeting the WHO Recommendation of 1 hour of Moderate Activity per day

We know Movement = HappinessSo we wanted to help teens move

To this

From this…


AND COKE NEEDS TO RECONNECT WITH THEM

‘COKE TALKS TO EVERYONE, NOT TO ME’NWEN QUAL RESEARCH

BUT WE ARE LOSING THEIR LOVE

=

TEENS = THE ENGINE OF OUR BUSINESS

IN TERMS OF PER CAPS AND LIFE TIME VALUE


MUSIC MOVE DANCE

=+

INCREASE OUR EFFORTS TO PROMOTE A HEALTHY ACTIVE LIFESTYLE

By leveragingteens’ love of dancing,

music and gaming

WE COULDN’T SIT & WATCH SO WE DECIDED TO ACT!


INTRODUCING JUST DANCE


PARTNERNING WITH COCA-COLA ON THE LAUNCH OF THE MOST ANTICIPATED INNOVATION: JUST DANCE NOW


FROM = CONSOLE GAME

PLAY ANYWHERE, ANYTIME, WITH AN UNLIMITED NUMBER OF FRIENDS

TO = MOBILE GAME

4 PLAYERS

Smartphone as a controllerwith any connected screen

BRINGS UNIQUE COCA-COLA EXPERIENCETO THE JUST DANCE NOW GAME EXPERIENCE

1 free songThe only one

always available:“Find your Move”

Challenge‘Move more

to unlocka 2nd song’


https://www.youtube.com/watch?v=XGbyJZ3d70Q

https://www.youtube.com/watch?v=bbGXHUIsJI4

WE STAGED A DANCE-OFF IN PARIS FEATURING INTERNATIONAL HIP-HOP STARS ‘LES TWINS’

And a few days later

we launched the Coke + Just Dance Now film

We surprised people with a secret Coke red box. A crowd gathered and The Twins showed up.

They all joined in the dancing on Just Dance Now.

A REAL LIFE DEMONSTRATION OF “MOVEMENT IS HAPPINESS”


AND LAUNCHED THE CAMPAIGN WITH A SEEDING, INFLUENCERAND PACK STRATEGY ACROSS NWEN

Limited edition canswith QR code

to download the app for free

350 Limited Edition Boxes sent

to influencers

A TEASER TO GENERATE ANTICIPATION FOR

THE FILM LED TO 1.3MVIEWS PRE-LAUNCH

Les Twinsat the Press Conference

To generate views

To generate conversation

A PRESS CONFERENCE WITH LES TWINS

DROVE VIEWS AND CONVERSATIONS

INFLUENCER STRATEGY TO ENGAGE KEY COMMUNITIIES

DOWNLOAD JUST DANCE NOW

FROM 250ml CANSour teen recruitment pack

Leverage Partners’ communities


WE OBTAINED INCREDIBLE RESULTS WITH OUR HERO FILM THAT OUTPERFORMED OUR EXPECTATIONS

65% BRAND RECOGNITION

11.5M VIEWS

20% ORGANIC VIEWS 3rd

MOST WATCHED FILM IN COKE HISTORY

92% RATIO LIKE / DISLIKE

Our European best practice on YouTubeHavas Sports & Entertaiment

Classified - Confidential

MAKING STAKEHOLDERS AND GATEKEEPERS AWARE OF OUR COMMITMENT

MEDIA REACH

66Mpotential contacts

63 CLIPPINGS

TOP 10 BRANDED

VIDEO

TOP 3 VIRAL VIDEO CAMPAIGNS

95%Brand

Quotation

THE FR MOST POPULAR AD


INSPIRING MILLIONS OF TEENS TO MOVE IN A FUN AND ENGAGING WAY FOR FREE THANKS TO COCA-COLA

FIND YOUR MOVEhas been played

+4 M timesgenerating

12 M minutes of dance

+12M* downloads

with Coke integration


Contact


Marketing

TENDANCES BRAND CONTENT 2015 : Just Dance présenté par Alban Dechelotte de Coca-Cola