agency innovation camp '13: blue group
DESCRIPTION
TRANSCRIPT
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MILLENNIALS AND DIET COKE:A LOVE STORY
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(22 MM FACEBOOK FANS)
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OUR AUDIENCE:
18-24
HIGHLY FICKLE AND HARD TO REACH
COMFORTABLE WITH A BIG CONSIDERATION SET
ULTRA-SOCIAL, NATIVELY-DIGITAL (DUH)
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HOW DO THEY CONSUME DIET COKE?
Piecemeal. They generally buy one bottle at a time.
Habitually. Diet soda drinkers typically buy and consume on a fairly regular schedule.
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AND WHAT HAPPENS WHEN THEY RUN OUT?
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THE OBJECTIVE:
Get young people in store more often,
and increase the number of cases and bottles they buy.
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WHY THE FREAK OUT?Young people are less likely to shop in bulk.
And in urban or college campus areas, they’re typically walking to the grocery store.
Which means that buying a heavy case of Diet Coke might not be in the cards.
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...AND INCREASINGLY SO.
Young people drive less than ever before - 23% of 19 year olds don’t have a drivers license.
They’re not buying cars.
And they’re not going to start any time soon.
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So how do we drive preference and make it convenient for our target to acquire the product?
Give them a reason to buy one thing in quantity: Diet Coke.
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Let’s re-define what it looks like to buy Diet Coke at Target.
RE-THINK THEPURCHASEPROCESS.
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Happiness Delivered.
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A PLATFORM THAT ENDS THE FREAK OUT. DIET COKE DELIVERS CALM TO YOUR DOOR.
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HOW IT WORKS:
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I NEED THIS NOW!!
THE CRISIS IS COMING
I’M COOL... BUT I REALLY WANT A DIET COKE
HOW IT WORKS:
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HAPPINESS DELIVERED WHERE ARE YOU NOW?
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FANS FIRST
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BRANDED CONTENT
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SEARCH- DIET COKE INTERCEPTSANXIETY
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THE NET RESULT:
WE MAKE SURE PEOPLE DON’T RUN OUT OF DIET COKE.
THEY LOVE US MORE, AND SHOP DIET COKE - AND TARGET - MORE OFTEN.
AND THEY TELL THEIR FRIENDS.
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THANKS