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

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Just Dance présenté par Alban Dechelotte de Coca-Cola, Vincent Coudert Responsable Partenariats Ubisoft, Valeria Herzer de Havas Sports & Entertainment lors de la conférence des trophées de la video on line 2015.
http://www.levidepoches.fr/psst/2015/04/c.html

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

  1. 1. 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
  2. 2. “How we made 10M teens dance” Havas Sports & Entertaiment Classified - Confidential
  3. 3. TWO PROBLEMS: TEENS ARE NOT MOVING ENOUGH! 80%of 12–15 year olds are not meeting the WHO Recommendation of 1 hour of Moderate Activity per day We know Movement = Happiness So we wanted to help teens move To this From this… Havas Sports & Entertaiment Classified - Confidential
  4. 4. 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 Havas Sports & Entertaiment Classified - Confidential
  5. 5. MUSIC MOVE DANCE =+ INCREASE OUR EFFORTS TO PROMOTE A HEALTHY ACTIVE LIFESTYLE By leveraging teens’ love of dancing, music and gaming WE COULDN’T SIT & WATCH SO WE DECIDED TO ACT! Havas Sports & Entertaiment Classified - Confidential
  6. 6. INTRODUCING JUST DANCE Havas Sports & Entertaiment Classified - Confidential
  7. 7. PARTNERNING WITH COCA-COLA ON THE LAUNCH OF THE MOST ANTICIPATED INNOVATION: JUST DANCE NOW Havas Sports & Entertaiment Classified - Confidential FROM = CONSOLE GAME PLAY ANYWHERE, ANYTIME, WITH AN UNLIMITED NUMBER OF FRIENDS TO = MOBILE GAME 4 PLAYERS Smartphone as a controller with any connected screen
  8. 8. BRINGS UNIQUE COCA-COLA EXPERIENCE TO THE JUST DANCE NOW GAME EXPERIENCE 1 free song The only one always available: “Find your Move” Challenge ‘Move more to unlock a 2nd song’ Havas Sports & Entertaiment Classified - Confidential https://www.youtube.com /watch?v=XGbyJZ3d70Q https://www.youtube.com /watch?v=bbGXHUIsJI4
  9. 9. 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” Havas Sports & Entertaiment Classified - Confidential
  10. 10. AND LAUNCHED THE CAMPAIGN WITH A SEEDING, INFLUENCER AND PACK STRATEGY ACROSS NWEN Limited edition cans with 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 1.3M VIEWS PRE-LAUNCH Les Twins at 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 CANS our teen recruitment pack Leverage Partners’ communities Havas Sports & Entertaiment Classified - Confidential
  11. 11. 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 YouTube Havas Sports & Entertaiment Classified - Confidential
  12. 12. MAKING STAKEHOLDERS AND GATEKEEPERS AWARE OF OUR COMMITMENT MEDIA REACH 66M potential contacts 63 CLIPPINGS TOP 10 BRANDED VIDEO TOP 3 VIRAL VIDEO CAMPAIGNS 95% Brand Quotation THE FR MOST POPULAR AD Havas Sports & Entertaiment Classified - Confidential
  13. 13. INSPIRING MILLIONS OF TEENS TO MOVE IN A FUN AND ENGAGING WAY FOR FREE THANKS TO COCA-COLA FIND YOUR MOVE has been played +4 M times generating 12 M minutes of dance +12M* downloads with Coke integration Havas Sports & Entertaiment Classified - Confidential
  14. 14. Contact Havas Sports & Entertaiment Classified - Confidential

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