1. Few words on a role of digitalApril, 8, Digital Branding

2. We embrace key Connections Planning principlesin Liquid&Linked Communication 3. Its becoming harder for us to reach and engage teen intobranded communication 4. Teens spend more time online than on TV and mobilecontributes to this trendSource: TNS, Jan-Sep12 5. THE ROLEof digital isto effectively reachTEENS and buildconnection withBRANDS 6. Objectives can varyAwarenessEngagementConversation 7. All light TV viewers are people under 35 year old, including teens 8. The strategy is to get extra reach by using online video formats:we get extra 5% for 4% incremental digital budget vs. 25% in TV 9. The next challenge:Proper length of messageRight creative approachContext of pre-roll appearing 10. We develop engaging cross-mediacontent with mediapartners and consumers using double-screen strategy 11. Voice your thirst with 2x2 reached teens in TV, engaged online and provided even more new content for TV!OBJECTIVES:- To choose the mostappropriate channel withhigh affinity andcoverage potential- to engage TA in contestparticipation via sharingmechanicsRESULTS:Total TV Reach 3,7 MLNImpressions306 MLN9 x more vs. targetPromo page uniquevisitors97,5 K150 Videos views77,8 K+63% vs. targetDESCRIPTION:The contest of users voice-overs of Sprite MT original TVC and the specialpromo section related to the contest placed on 2x2 web-site. 2x2 alsocreated a special content solution for video voice-over. User should makehis/her own voice-over of Sprite original MT videos.Winners awarded with years supply of Sprite plus their video was aired on2x2 channel. 12. We engage consumersdirectly by putting digitalin the center ofcommunication 13. Digital played key role during 3 biggest Olympic moments2012 2013 2014M1 M2 M3 M4 M5 M6 M72. Events and BTLSEP 2012 -APRIL 2013MAY - SEPAUG 2012 MAR 20142013OCT 2013 -FEB 2014NOV - DEC2013JAN - FEB2014M = Sochi Olympic MomentCELEBRATE3 months outENGAGE1 year outANTICIPATE2 years outJoin in &welcomeOlympics inRussiaJoin in & get achance tobecomeOlympic TBJoin in & collectOlympic glasses& win OlympictripsJoin in & cheerOTR and TBS inyour cityJoin in & collectCoca-ColaOlympic polarbears mascotsJoin in &celebrateOlympic gamesJoin in &celebrate theParalympics andthe best Olympicmemories 14. We kicked off with OTR Nomination campaign, asking teens tonominate themselves via TV and digital media campaigns 15. TV + OOH + TradeStep 1 (January April 13):M2 OTR Nomination campaign- Build the initial userbase- Recruit brand ambassadorsResults:77K Nominees& 2014 Torchbearers213K Voters13,9 Mio votes 16. We celebrate the winners we created additional Crazy for goodvideos about several of them 17. The main TVC inspired people to come to the OTR and thespecial 10 seconds bumper focused on digital engagement 18. we managed to run the biggest (and longest) Offline/onlineintegration during 4 months OTR CampaignCoca-Cola Truck GoPro cameras+photosMobile Web Social 19. we managed to run the biggest (and longest) Offline/onlineintegration during 4 months OTR CampaignStep 2 (October 13 February 14):M4 OTR campaign- Engage teens from all regions by targeted communication- Create a link between offline and online Olympic experienceResults:142 Russian cities covered120K Photos from the Coca-Cola truck uploaded66K Active users 20. and made a grand finale during Games Time campaignStep 3 (February 14):M6 Games time campaign- Capitalize on collected user base to create a lot of shareable UGC- Break through digital clutter & Gain massive teen reachResults:275 Mio massive digital reach, amplified by assets cross-integration1,4 Mio web site visits during Games time15K Photos uploaded by users via all channels 21. One of the most successful Yandex skins was the cherry on thecake1 044 964 installations! 22. Putting digital in the center helped us to progressively build ouruser base and reach even more teens by multi-step engagementOTR NominationCampaignOTR Games TimeImpressions 83 850 000 110 819 897 275 000 000Expressions 14 039 620 177 901 329 000Actions 77 622 147 652 1 121 000#1 Share Of Voice in Social among all Olympic partners#1 Digital Olympic activation#1 Branded Olympic mobile application