IAA Big Idea 2019€¦ · ˜˚˛˝˙˝ˆ a ee aa 2019 ˇ˘ IAA Big Idea 2019 Integrated Marketing Communications Recommendations prepared for Coca-Cola

Kajulu Green Coca-Cola 2019Kajulu Green

IAA Big Idea 2019Integrated Marketing Communications

Recommendations prepared for Coca-Cola

Kajulu Green Coca-Cola 2019

Meet the Team

Madison SymondsStrategic Planning Director

[email protected]

Filimone TuilauPublic Relations [email protected]

Casey RollinsonCreative Director

[email protected]

Ella GilmoreAccounts Director & Team Leader

[email protected]

Samantha Coutts-SmithMedia Director

[email protected]

Hamish McKelvieGraphic Designer

[email protected]

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Anne Llewellynn Faculty Advisor

[email protected]+61417659477

Charles Sturt University www.csu.edu.au


Executive SummaryIn response to the brief provided by Coca-Cola, this report provides a look at the issues that Coca-Cola face when educating consumers on recycling and using their local Container Deposit Schemes (CDS). A key objective of the brief was to come up with a way of using connected packaging to help get more Coca-Cola bottles into the Container Deposit Scheme (CDS). This report aims to make light of the issue of Coca-Cola bottles not being properly disposed of and to provide analysis of the research conducted on the matter.The methods of analysis that Kajulu Green conducted consisted of extensive secondary research, scouring many news articles, journal articles, blogs and expert pieces. Primary research consisted of surveys, in-depth interviews and focus groups. Through this research, the report was able to find key insights and trends that all aid in understanding the motivations and deterrents of people using a Container Deposit scheme (CDS). This has helped Kajulu Green come up with a strategy to help meet Coca-Cola’s objectives. The report found that education about recycling wasn’t as effective because the public is saturated with information from governments, companies, advocates and other endless amounts of sources. Awareness of the local Container Deposit Schemes were high but knowledge of locations and distance was a big hindrance for using it. Another key problem was that the 10c refund offered to consumers was of little effectiveness. In a positive light though, this has caused recycling to be a normal part of life for every Australian.

This report recommends that in order for Coca-Cola to create a new social and cultural norm, Coca-Cola has to focus on current trends that motivate consumers. Kajulu Green recommends that Coca-Cola make use of their highly publicized partners such as the NRL, Ticketek etc as a means of rewarding its consumers. Through the strategy that Kajulu Green has devised and recommends, Coca-Cola consumers will start to view the environment more seriously and think twice about whether to simply use a “yellow bin” or recycle at a CDS. Consumers want to feel good about their actions and the recommendations in this report provide consumers a space to show off their ecological image while providing them with a bigger motivation than the current 10c offer.

The recommendations in this report are the result of countless hours of research comparing the insights and ideas to the brief’s objectives. Kajulu Green will measure how we meet all of the brief’s objectives and provide Coca-Cola a new stream of consumer data previously untapped before. Kajulu Green are confident that this new campaign will excite Coca-Cola consumers and get them far more motivated to recycle their Coca-Cola products through their local Container Deposit Scheme.

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Contents PageMeet the Team Executive Summary Table of Content Background Recap of the Brief Secondary Research Secondary ResearchCompetitionS.W.O.TPrimary ResearchPrimary Reasearch FindingsTarget Audience OverviewTarget Audience ProfileTarget Audience ProfileInsights

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Big Idea Strategy on a pageStrategy ImplementationConsumer JourneyMedia PlanMedia RationaleCreative Executions Budget Breakdown Measurement and Evaluation Recommendations Measuring Success & Future Long-term Recommendation Conclusion References

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Coca-Cola Background• The CEO is James Quincey, he

became CEO in 2017• Coca-Cola and Coca-Cola Amatil employee

around 14,000 people across the region• Coca-Cola have 62,600 (2018)

employees worldwide• Coca-Cola founded on 29 January 1892 in

Atlanta, Georgia• Net worth >80.83 Billion Dollars (2019)

Coca-Cola’s Mission• “To refresh the world...”• “To inspire moments of optimism and

happiness...”• “To create value and make a difference” .

Values• Leadership: The courage to shape a better future• Collaboration: Leverage Collective Genius• Integrity: Be real• Accountability: If it is to be, it’s up to me• Passion: Comitted in heart and mind• Diversity: As inclusive as our brands• Quality: What we do, we do well

Core Advertising ObjectiveTo use connected packaging to help ensure more containers find their way into the Container Deposit Scheme.

Key ChallengeConsumers are not motivated to use a Container Deposit Scheme, therefore, not completing the product life cycle when using Coca-Cola products.

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Recap of the briefCommunication Objectives• To create an emotional connection between

Coca-Cola consumers and the use of CDS as part of the product life cycle.

• Motivate the public to use a CDS as the main form of recycling Coca-Cola bottles.

TaskTo give Coca-Cola bottles the best chance of becoming a bottle again by motivating consumers via connected packaging to use Container Deposit Scheme.

Key ChallengesKajulu Green have identified that consumers are already happy with their recycling habits of using the yellow bins. Secondly, the 10c refund had almost no effect on a person’s motivation to go out of their way to a Container Deposit Scheme.

Budget - $500,000

Financial ObjectiveTo use the budget of $500,000 for development and implementation of connected packaging, within the testing pilot period. A recommended media & production budget has been developed separately.

Objectives1. “To use connected packaging to help ensure more containers

find their way into the Container Deposit Scheme (CDS).”2. Creating a habitual relationship between the consumer

and recycling Coca-Cola products through Container Deposit Scheme.

3. Give Coca-Cola bottles the best chance of a second life.4. Create a platform for Coca-Cola to receive data from our TA’s

through integrating connected packaging

Media ObjectivesIncrease in earned media and shared media coverage.Create a high volume of initial awareness of the pilot campaign.

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Connected Packaging is the key that ensures Coca-Cola bottles find their way to the Container Deposit Scheme. Intelligent packaging is a form of connected packaging which sends and receives information for dynamic interaction with sensors (Digimarc, n.d.). This subcategory for connected packaging has several forms which include near-field communication (NFC). GoToTags is a major producer of NFC ‘smart labels’ which come in many physical forms specific to the environment. GoToTags NFC tags can be recyclable (GoToTags, 2018). The smart label technology will assist Coca-Cola by providing a passive, unpowered, small physical item that can interact with NFC-enabled devices and smartphones. To fulfill the brief objectives to use connected packaging, the required smart labels are “GoToTags White Wet NFC Inlay - NTAG213 - 38 mm Circle” and the required readers to install in Container Deposit Schemes are “GoToTags ACS ACR122U NFC USB Reader”.

Consumer Research • 81% of consumers feel strongly that companies should help improve the environment. This passion for corporate

social responsibility is shared across gender lines and generations (Nielsen, 2018).• Despite Gen Y expressing more concern about the environment and sustainability, Gen X are the more active

generation in terms of taking action to minimise their impact on the environment.• Corporate sustainability is in high demand across genders and generations; Gen Y being the highest at 85%

followed by Gen Z 80% and Gen X 79% (Nielsen, 2018).“71% of Australian consumers claim they are willing to pay extra for sustainable products.”Australian consumers and businesses rank plastic in oceans, landfill waste and natural environments as their top three concerns when it comes to the environment and sustainability (Roy Morgan, 2017).

Secondary Research

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What is the Container Deposit Scheme?The Container Deposit Scheme (CDS) is one of the first pieces of environmental legislation to focus on the ‘polluter pays’ principle, where beverage suppliers are responsible for funding a refund for returned drink containers. Discarding an empty container, consumers forfeit the right to the refund and someone else would benefit by picking it up and collecting that refund. Additionally the CDS is an example of product stewardship legislation in which the beverage industry is obliged to take greater responsibility for its packaging after it has been sold (EPA, 2019).A single Scheme Coordinator, Exchange for Change, oversees the Return and Earn scheme as the financial and reporting hub. The Network Operator, TOMRA-Cleanaway, are responsible for establishing and managing collection points and collection infrastructure across NSW (NSW Government, 2017.). “New South Wales residents have returned more than 900 million cans and bottles since a Container Deposit Scheme, was introduced in December. The idea is simple; get 10 cents for every eligible can or bottle recycled at one of the 800 Container Deposit Schemes around that state” (Maunder, 2018).“Over the next 20 years, the Scheme is expected to result in; 1.6 Billion fewer drink containers littered, Almost 11 billion fewer drink containers ending up in landfill and 12.6 billion more drink containers being recycled” (Benns, 2018). In New South Wales there are 643 TOMRA container deposit systems Coca-Cola can utilise. Current Partnerships to be Utilised Sport → AFL Organisation, NRL Organisation, Australian Olympic Team, Australia Men’s and Women’s Cricket Teams, Ticketek, Qantas (Coca-Cola Amatil Cafe Rewards). Cinemas → Events & Metro.McDonalds, and Esports Gaming League.

Secondary research

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Competition83% of Australian consumers say it is extremely important that companies implement programs to improve the environment.Coca-Cola Australia is a spearhead in the beverage sector with marketing goals and tactics leading the company to its dominance of the soft-drink market in Australia and globally. PepsiCo is Coca-Cola’s biggest competitor overall, the competitors for this brief were segmented into leading beverage companies who have sustainable initiatives and active campaigns in Australia.

Unilever - brands themselves to “meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life”. Company Goal: By 2030 Unilever aims to have halved their environmental impact in the process of making their products. Reducing greenhouse gases, water usage, waste and continually improving sustainable packaging are of importance to Unilever. Unilever have achieved zero non-hazardous waste to landfill (Unilever, 2016).

Value chain - “Partnering with suppliers, customers and consumers to grow our business while reducing our environmental impact.” Unilever has discovered that the farmers and consumers are the step in the value chain that is most unsustainable and changing their company to reduce that (Unilever, 2011).

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Nestle - is the world’s leading nutrition, health and wellbeing company. In January 2019, the company’s initiative of working towards a waste-free future was announced, along with a series of specific actions including 1) Pioneering alternative materials 2) Shaping a waste-free future 3) Driving new behaviour.The Vision and Commitment - “Our vision is that none of our packaging, including plastics, ends up in landfill or as litter. Nestle are determined to communicate to consumers they are working to create a sustainable future, announcing in 2018 their commitment to making 100% of packaging to be recyclable or reusable by 2025.• Nestle strives for zero environmental impact• 27.1% of packaging comes from recycled material (Nestle, 2019)Coca-Cola differentiate themselves by motivating the consumer to psychically act and create a habit of recycling Coca-Cola Products. Coca-Cola is the only company providing a simple solution (the Container Deposit Schemes) and encourage their consumers to recycle the most efficient way. All competitors have similar goals and objectives. Nestle and Unilever are more focused on packaging based sustainable options instead of including the consumer as part of the waste problem. There is an overarching commitment to lower plastic packaging use, and increase recycling within the next decade to create zero environmental impact. The competitor’s campaign work has primarily been focusing on providing sustainable sourcing of their produce and manufacture.


S.W.O.TStrengths• Vast global presence operating in over 200 countries • Coca-Cola continues to keep above 90% of their brand loyalty

from one quarter to the next • Approximately 40% of the non-alcoholic beverage market share

is owned by Coca-cola • Coca-Cola is recognised by 94% of the world’s population• Multiple trusted partnerships around Australia • Strong owned media channels• Strong customer loyalty• World’s largest distribution network• Consistency of product, branding, partnerships

Weaknesses• Little to no ecological image in the consumers eyes• One of the largest producers of plastic in history• History of environmental issues, concerning government and

the Container Deposit Scheme• Lack of product diversification• High water usage in manufacture period

Threats• Greenwashing• Highly saturated market for sustainability campaigns • Health industry and social advocates• Criticism from environmental agencies• Increased demand for food products and decreased agricultural

productivity may negatively affect the business

Opportunities• New environmental policies have leveled the playing field in

this market and Coca-Cola can now drive home it’s advantage in new technology and gain market share in this new product category

• Acquisition of niche competitors • Economic uptick has increased consumer spending and allows

Coca-Cola to gain new consumers • Diversification of product offering• Diversify into new categories

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Primary ResearchOverviewKajulu Green conducted extensive research into Australian Coca-Cola consumers and their recycling mindset and activities. Using both qualitative and quantitative methods of research, Kajulu Green consolidated the findings through thematic analysis, identifying key themes and patterns of the consumer alongside the visual analytics generated by the online platform Survey Monkey.

Focus Groups Kajulu Green held three focus groups all different from each other. The age group we focused in on the focus groups were people 18-24 years old. These were a key age group we wanted to focus on as these people’s recycling habits will hopefully reflect onto future generations.

Surveys Kajulu Green designed and produced two separate surveys to get more accurate insights into the consumer. The target audience for the surveys were people 18-64 years old. This helped us take a bigger look at the average Australian and then help us hone down on a particular age group for this campaign.

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In-depth InterviewsWe conducted ten in-depth interviews with people ranging from 25 years old and upwards. These people provided a secondary target audience as they were settling down in life and may have provided an insight into what older Australians feel about the environment and attitudes to recycling, in particular the use of technology and their local Container Deposit Scheme.

Consumer HabitsAustralian consumers have a fixed mindset on their recycling habits and are motivated by common trends and feel a social-cultural pressure toward ecological sustainability.


Primary Research Findings

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“My family always used the yellow bins growing up so i guess it is just a habit.”Every respondent considered themselves as ‘environmentally friendly’ feeling like they contribute in some way.

“I have no idea what connected packaging is”80% or respondents weren’t aware of or had used connected packaging before.

Let’s talk about itMost respondents felt comfortable talking about the environment, however were more resistant to sharing via social media. This is due in part that people are already flooded with information about the environment.

Location/distance“I’d be more likely to use one (CDS) if I lived close to one”Location/laziness was the biggest deterrent of people using a CDS.

88% of respondents are more inclined to purchase products that are environmentally friendly.

Targeting younger generations is highly recommended as this will help continue the culture of recycling with Container Deposit Scheme, for future generations.

Recycling habitsA key insight taken from the research was that recycling habits were already ingrained in the minds of Australians. People had grown up in homes that recycled and thus everyone feels that they’re doing their bit to help the environment.

Plastic was the biggest environmental issue to the respondents, citing the Great Barrier Reef and the time it takes for plastic to degrade.

InfluencersAcross all the primary research methods, family and friends were a heavy influence on a person's motivation to act.

An issue that was noticed was those respondents who hadn’t grown up with recycling. Motivation is needed for those who were not brought up with recycling habits other than a yellow bin.

Social media was still the most popular media used across the respondents (83%).


Target Audience OverviewTarget selection - Coca-Cola specified within the brief that they wanted all Australians to be targeted. We took this information, then segmented the audiences to the best range possible. In order for Kajulu Green to achieve maximum consumer reach is it essential to communicate with the following audiences:

Target Audience Overview

Primary Audience (Trend Setters)‘Trends Setters’ being the primary audience 18 - 34 both male and female. Motivated by popular trends and feel a socio-cultural pressure to keeping updated with current events through social media.

Breakdown Location: Sydney Metropolitan Occupation Status: Students / starting future careers.Always on their phone using social media. “A majority (86%) of Australians are recycling/composting as much household waste as possible to help the environment”. Majority of the ‘Trend Setters’ are recycling through their yellow bins. The ‘Trend Setters’ believe the biggest threat to Australian oceans is Plastic Pollution (85% of Australians, WWF & RM).

The ‘Trend Setters’ Wants a bigger incentive then 10c and believe they are already doing their bit for the environment through recycling via yellow bins etc (focus group results). “Protecting Australia’s oceans and marine environment are the two most important environmental issues”.

Secondary Audience (The Wiz Kids)‘The Wiz Kids’ ages 34 - 65+ both female and male. Consider themselves as ‘tech-savvy’ individuals, who have strong disbelief and unawareness of the damages plastic pollution is creating.

Breakdown

Location: Sydney Metropolitan Status: Full-time Employment / Stay at home parent.Optimistic about the environment and there is a strong disbelief and unawareness of the damage pollution does to the environment. The Wiz Kids do what they feel is necessary to be environmentally sustainable but they are not well informed of how to recycle correctly. Already recycles through the yellow bins. Lives a busy lifestyle due to work and family.

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Target audience Profile - Trend SettersKey Quotes from Research• “I feel like there is no point taking 10 cans down there, you need to

have at least 50 cans to take with you to make literally only $5.”• “I don’t know where the container deposit schemes are located or

whether they are close by.”• “I grew up recycling, so I was also going to continue doing it.”• “I see all environmental issues as being important as they are all

linked and cause a domino effect.”• “All my friends recycle so I feel like I have to, it’s good they got me

into a good habit.”

Motivations16.6% of 18-24 year olds & 33.5% of 25-34 year olds desire a high social status.85.5% of 18-64 year olds try to recycle everything they can.18.6% of 18-24 year olds & 28.1% of 25-34 year olds need a mobile phone to access the internet (Roy Morgan, 2019).60% of Australians think that their loyalty program allegiances influence how they shop.

Media Consumption28.3% of 18-34 year olds have streamed music in the last 4 weeks from Spotify.20.6% of 18-34 years & 29.4% of 25-34 year olds have visited Youtube in the last 4 weeks, via their mobile phone (Roy Morgan, 2019).

Target Audience ProfileMy name is Jessica, I’m 27 years old and work part-time in a cafe. I live in a share house in North Bondi with my partner and another couple. We love entertaining in our backyard and will recycle all the cans and bottles used into our yellow bin. Our house know about the container deposit schemes, but there isn’t one located close enough to us. The 10c incentive isn’t enough to get us out past the front door.I care about the environment and believe that my little part helps but I’m looking for an easier more sustainable way of recycling.

Attitudes20.6% of people aged 18-24 are more significantly more likely to agree that global and climate change is the issue of most importance to them.84.5% of people aged 25-34 agree that we must act now.As of 2017, 80% of Australians 14+ agree that if we don’t act now, we’ll never control our environmental problems (88% in Mar’03, 76% in Mar’13).85% of Australians see plastic as a threat to Australia’s oceans and coastal waters (WWF, 2017).

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Target audience Profile - The Wiz Kidsidz

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Key Quotes from Research“There is more pressure in the media to do the right thing, it’s for sure a social cultural issue.“ “As I’ve gotten older I’ve became more conscious about waste, not just product that we eat of drink, more to do with clothes and living in general. To see whether we can reuse it or to try and recycle more for our wildlife and for our environment, you become more aware of the need to protect these ecosystems.”“I don’t see the difference between recycling in a yellow bin and recycling in a CDS.”

Motivations16.6% of 18-24 year olds & 33.5% of 25-34 year olds desire a high social status.88.5% of 18-64 year olds try to recycle everything they can. 67.1% of people aged 18-34 need a mobile phone to access the internet (Roy Morgan, 2019).

Media Consumption28.7% of Spotify users in the last 7 days were people aged 18-34.91.65% of people aged 18-34 have visited Youtube in the last 4 weeks (Roy Morgan, 2019).77.4% of people aged 18-34 have seen billboards or posters in the last 7 days.92.5% of 18-34 have visited Facebook in the last 4 weeks.

Target Audience ProfileMy name is Roger, I am 52 years old. I work full-time in a finance firm and live in the Western Suburbs of Sydney with my wife and two kids. I love keeping up-to-date with the new trends and would like to think I’m a tech-savvy guru.I am aware of the current environmental issues in Australia but do not believe the severity of this issue is as extreme as the media suggests. My family recycles through the yellow bins and believe that’s enough to be sustainable.

Attitudes69.4% of people aged 50-64 believe they are an environmentalist at heart.Males and individuals aged 35-49 years old have a relatively more positive view of the state of the oceans and waterways (Roy Morgan, 2017).


InsightsKey problem

Consumers are not motivated to use Container Deposit Scheme, therefore, not completing the product life cycle when using Coca-Cola products.

Brand insightCoca-Cola is changing the cultural norm of recycling with yellow bins,

encouraging consumers to form a habitual nature when using the Container Deposit Schemes to continue the product life cycle.

Single Minded Proposition

Coca-Cola is endeavouring to motivate individuals to recycle through the Container Deposit Schemes, to continue the flow of the product life-cycle.

Consumer Insight Consumers aren’t motivated to use the Container Deposit Scheme, they

currently believe that simply recycling Coca-Cola products through yellow bins is doing enough, therefore will use the more convenient option.

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Big IdeaThe recycle of life is about certifying the consumers to complete the product life cycle. Coca-Cola consumers do not currently believe that using a Container Deposit Scheme (CDS) is a part of the product life cycle. This idea aims to make them create a habitual nature of putting Coca-Cola bottles in the CDS after consumption. The Recycle of Life will show consumers that using a CDS is part of the product life cycle. The habitual nature will be formed through offering consumers rewards that are relevant due to current trends in their lives. Research showed that consumers need a larger incentive than 10c to complete the product life cycle, the rewards system adds value in the consumers eyes, thus motivating them to use the CDS. The Target Audience is motivated by their own social image and the image of others, identifying that there is a strong sociocultural pressure to be sustainable. Having a space where they can share their own experiences whilst interacting with other followers, will too inspire them. An extra step has been added within the recycle logo to remind consumers that the Container Deposit Scheme is a part of the product life cycle. To keep the product life cycle rolling, consumers must complete the full Recycle of Life.

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Strategy on a page

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Strategy Statement Coca-Cola will get the TA in NSW metro areas to complete the product life cycle of a Coca-Cola bottle by creating a loyalty app that offers consumers a tier system and larger rewards than the current 10c offer through utilising Coca-Cola’s current partnerships. The Coca-Cola Rewards App will also allow the TA to create an online profile and connect with like-minded friends. Coca-Cola will connect with consumers via all their owned media, as well as TV, print and out of home.

Strategy Recommendation ParagraphDue to Coca-Cola not providing an end date within the brief, implementing the Coca-Cola Rewards app will provide Coca-Cola with a constant social platform that too has no end date. By creating this app, Coca-Cola will have a platform where they can constantly retrieve consumer data, customer trends and customer attention. Coca-Cola will be able to use the app to find trends and better target the ‘Trend Setters’ and ‘Wiz Kids’ to connect them with the CDS. The loyalty program will give Coca-Cola insights into customer behaviour, buying habits, and preferences. The company can use this information to invigorate its inventory management, pricing, and promotional planning. 9 in 10 Australians belong to a loyalty program and 60% of Aussies think that their loyalty program allegiances influence how they shop (Cloud, 2019).


Strategy ImplementionPhase 1:

Purchase: Purchase is the first stage of the ‘Recycle of Life’. As the Trend Setters and Wiz Kids are already buying Coca-Cola, their first touch point will be when they are purchasing their Coca-Cola bottle from in-store and see the shelf talkers.

Phase 2: Exposure: Once the consumer has purchased the bottle, they will observe the change on the packaging, the new ‘Recycle of Life’ logo and the

‘Return to Container Deposit Scheme’ message printed inside the label. As shown in the consumer journey, the Trend Setters and Wiz Kids would have also previously come into contact with some of Coca-Cola’s owned media, outdoors and social media, keeping the message of downloading the

Coca-Cola Rewards app front of mind. The Trend Setters and Wiz Kids will be exposed to downloading the app via all the above channels.

Phase 3:App: Once the consumer has downloaded the app onto their phone, they will be able to create a profile for themselves, allowing other ‘followers’

to keep up-to-date with their recycling trends, rewards they are earning and when they are tiering up! This app is a great space for like-minded consumers to interact with each other and share their own ‘Recycle of Life’ journey.

Phase 4: Container Deposit Scheme: Via the app, consumers are able to locate their nearest CDS by activating their location settings on their mobile

phone. Once arrived at their local CDS, the NFC system will make the process of sorting and recycling their Coca-Cola bottles much easier. The NFC chip on the bottle, and the readers on the phone and bins, will allow the number of bottles, equalling to points, be calculated and displayed on the

consumers profile. Consumers are then able to begin their process of recycling their Coca-Cola bottles.

Phase 5: Tier System: The tier system phase is what will excite and entice our TA into using a CDS. Through creating a tier system, it will benefit consumers

the more they recycle their Coca-Cola bottles. 1 bottle = 10 points. There are 4 different tiers that the consumers can strive for, these being; Bronze, Silver, Gold & Platinum. To reach Bronze, consumers must recycle 25 bottles which equals 250 points. To reach Silver, consumers must recycle 50 bottles equaling to 500 points. Gold and Platinum are harder to tier up to as the rewards are more significant. 85 bottles must be recycled for

consumers to reach the gold tier, giving them 850 points. For consumers to reach platinum, they must recycle 125 bottles giving them 1500 points. Points do not have to be used straight away, more points can be accumulated for bigger rewards!

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Consumer JourneyThis Consumer Journey is leading up to Earth Day. It’s aim is to make consumers aware of Coca-Cola’s new ‘Coca-Cola Rewards App’ and to get them involved. 7:00am Consumer wakes up and checks social media and sees both owned and paid advertisements on mobile device.7:30am Begins to get ready for the day while listening to Spotify, hears Coca-Cola Rewards ad play.8:00am On the TA’s commute to work they will come across out-of-home advertisements on highways, Coca-Cola trucks driving past and in train stations, the TA will continue to hear the Coca-Cola Spotify ad.9:00am Arrives at work for the day. Socials will continue to be viewed throughout the day as well as vending machine advertisements and Coca-Cola bottle rebrading.12:00pm TA ventures out of office for lunch, they come across out-of-home advertisements, vending machines and socials. 5:00pm Consumer finishes work and begins their commute home again, the TA will come into contact with out-of-home advertisements.

5:30pm On the way home from work the TA goes to Woolworths to get dinner, the TA will interact with the shelf talkers, prompting them to once again download the Coca-Cola Rewards App. 7:30pm The TA sits down after a long day and turns on their favorite TV show, this is where the TA will see the TV advertisement and once again get prompted to download the Coca-Cola Rewards app.This cycle will be continued every day for the Trend Setters and Wiz Kids.

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Media Plan

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Media RationalETv Rationale: Paid58% of metro population are watching Tv daily. Between 6:00-7:30 83% of women are watching and 46% of men. Typically our age groups only watch 1 hour and 50 minutes of Tv a day. Snack-Ad Rationale: PaidOur research has shown the advancement of technology and saturation of advertising in media has made it critical to grab consumers attention within 8 seconds.

Online Coca-Cola Website banner: OwnedNot only will these banners increase awareness but they are an effective tool to track impressions and awareness over platforms. They will act as a casual reminder of the campaign after the initial rollout.

Print Raionale:Shelf talkers: PaidFantastic POP marketing opportunity with an ability to boost purchase of up to 33%.Coca-Cola Bottles: Owned Coca-Cola Trucks: Owned Wrapped trucks will be exposed on average, to 500,000 people a day.Coca-Cola Vending Machines: Owned 80% of consumers do not know what they want when they approach a vending machine. The time spent deciding is effectively influenced by the tailored vending machine advertisements.All of these channels offer high exposure rates within the high traffic areas of Sydney’s CBD.

The App: Owned Partners Sport → AFL Organisation, NRL Organisation, Australian Olympic Team, Australia Men’s and Women’s Cricket Teams,Ticketek, Qantas (Through Coca-Cola Amatil Cafe Rewards), Cinemas → Events & Metro, McDonalds and Esports Gaming Lounge. Motivation 9 in 10 Aussies use loyalty apps with an added motivation behind personal images and the ability to showcase their doing good deeds to greater influence their followers.Our target audiences are significantly tech savvy and love being rewards.

Measurement BenefitsData mining to measure objectives form of advertising.Billboards Rationale: Paid 78% of people find billboards a more memorable form of advertising. Cross Track: 94% of train users will be exposed. 12 mins average dwelling on platform, 5.8 times a week. Wynyard station bus platforms will carry with the consumer’s journey from bus to train and performs as a creative canvas for story telling.

Spotify: PaidSpotify opens the opportunity to target consumers during travel and person activities (exercise, study etc). Audio ads have be researched to increase ad recall by up to 24% over display ads. Social Media Rationale: Owned Both consumer groups have shown through primary and secondary research that they are high users of key social media platforms such as Facebook, Snapchat, and Instagram and twitter. These platforms have indicated that 71% of users to share the information they are exposed to which will increase the campaigns overall visableness, impression and exposure.

Earth day:• Earned & Shared • Word of mouth • Campaign timing after earth day

is to create a habitual relationship

Creative Executions

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Creative Executions

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Generic Social Media Post -Owned Trend Setters Social Media Post - OwnedWiz Kids Social Media Post - Owned


Creative Execution

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Coca-Cola Trucks - Owned

Coca Cola Vending Machine - Owned

Highway Billboard - Paid Shelf Talkers - PaidTrain station - Paid

Spotify Advertisement - Paidhttps://www.dropbox.com/s/r2x4t8wbrta27nf/Radio%20Ad.wav?dl=0&fbclid=IwAR2M4B1SSz6jk7WZkP10zY8J6brh675NyPfsl9dCU5WwvXZbfPmRYwmZT4g

https://www.dropbox.com/s/89wy7lc5pljiv3r/Cinema%20Ad.mp4?dl=0&fbclid=IwAR2CP1o8E1gliMMPZL-uCzbrHMAeUVnJ9Q1eGmia6Zj2hOv3ZglU1fHb-T0

Television Commercial Paid


Creative Execution

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Interactive Snapchat Game - Paid Facebook Banner - Paid


Budget Breakdown

Rationale: The GoToTags and NFC readers are the optimal choice for creating effective connected packaging. The tags are the cheapest option which can be recycled once inlaid in the bottles plastic. They are also the most secure form of Near Field Communication and are highly adaptable for the campaigns needs.

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Kajulu Green Coca-Cola 2019Kajulu Green26

Measurement and EvaluationRecommendations of Measuring Companies for Each Channel and Platform Facebook: Facebook Ad Analytics serviceSnapchat: Snapchat Insights’ Instagram: Google Analytics Twitter: Twitter Analytics’Spotify: Ad Studio’

TV: All the TV channels used will implement Nielsen analytics to track the impressions of our commercial.

Billboards: highway and trains: Tracking and measuring from tracking road traffic over the period of the campaign and comparing to change in online traffic and brand actions. The downloading of apps can also be tracked against the average impressions of the billboards.

Print: To estimate print impressions the application of multiplying the Coca-Cola’s base circulation of print media and multiply it with a ‘pass-along’ rate.

Objectives We Will Achieve:Increase owned and shared media coverage and create high volume of initial awareness of pilot campaign:

The media channel selections have been chosen carefully to ensure the strategy’s five phases are covered within the marketing strategy. By being present within each step of the consumer journey, our media selections will create high frequency and reach, memorable moments creating higher recall for prompting motivation and habitual natures in confirming the consumers dedication to complete the recycle of life. The multi-leveled channel selection are tailored to cover both of our target audiences at multiple points during their average day. The app will offer Coca-Cola a direct line of communication to the TA and Coca-Cola will be able to utilise the app to measure the success of the campaign through data such as.

• How many consumers make a profile • Customer behaviour (how often do

they use the CDS) • Buying habits and preferences• The company can use this information

to invigorate its inventory management, pricing, and promotional planning.

• This data also enables marketers to measure the results of special promotions based on additional purchases, use of additional channels, or decreased time between purchases.


Objectives RecapObjective 1:To use connected packaging to help ensure more containers find their way into the Container Deposit Scheme.Outcome: Kajulu Greens recommendation of implementing Near Field Communication technology in Container Deposit Scheme and adapting the technology to create new Coca-Cola smart labels opens opportunities for containers to find their way back into the Container Deposit Scheme.

Objective 2:Creating a habitual relationship between the consumer and recycling Coca-Cola products through Container Deposit Scheme.Outcome: The consumer journey displays how the consumers are exposed to and influenced by the ‘Recycle of Life’ testing period leading up to Earth Day. The motivational and convenience factors developed within the app will enable a change in habitual attitudes to recycle Coca-Cola products through the Container Deposit Scheme rather than yellow bins.

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Measuring success & future long-term recommendations

Objective 3:Give Coca-Cola bottles the best chance of a second life.Outcome: Through using TOMRA as the provider of Container Deposit Scheme and providing consumers with information regarding the practicality of the Container Deposit Scheme, Coca-Cola bottles are given the best chance of a second life.

Objective 4:Create a platform for Coca-Cola to receive data from our TA’s through integrating connected packaging.Outcome: The ‘Coca-Cola Rewards’ application will have the functions to collect and analyse consumer data. Kajulu Green recommends sourcing smart labels from GoToTags to be incorporated in the bottle redesign creating a measuring system of all Coca-Cola bottles entering the Container Deposit Scheme.

Future Recommendations1. Continue to roll out the

campaign on a nationwide scale if proven successful in the 3 month testing period

2. Tailor the rewards system to further benefit the partnerships.This is achieved by offering rewards related to product release and upcoming events

3. Implement aluminium cans and wider range of Coca-Cola products into the campaign

4. Out of home advertising in highly ranked national stadiums who partner with Coca-Cola

5. Promote joint profiles on the Coca-Cola Rewards app

• Organisations in both the corporate sectors and the hospitality industry

• Sporting Clubs • University residential living • Family profile • Schools


ConclusionThe campaign recommendations that Kajulu Green have outlined in this report are tailored to appeal to the ‘Trend Setter and Wiz kids’. The 5-phase strategy recommended to be implemented by Coca-Cola meet the brief ’s objectives as well as create some secondary effects. Apart from meeting the brief objectives to get more Coca-Cola consumers to use their local Container Deposit Schemes and to use connected packaging as the primary means of activation. Coca-Cola will now be able to track every bottle from manufacture to Container Deposit Scheme, allowing Coca-Cola to better understand the recycling habits of their consumers as well as the effectiveness of their campaign.

The ‘Recycle of Life’ has implemented an extra step in the original recycling symbol, reminding the consumer that the product life cycle of a Coca-Cola bottle is not complete until they return the bottle to a CDS. Through Near-Field Communications (NFC) technology as well as a mobile app and a strong media presence, Coca-Cola will benefit from the target audience’s attraction of using social media to share their opinions and achievements. The technology also allows Coca-Cola to directly be involved with the consumer by understanding their movements, motivations and can customise their promotions and product offerings to each individual.

The segmented target audiences are the ‘Trend Setters’ and ‘Wiz-Kids’ and are influenced heavily by rewards and loyalty programs, but currently do not believe the 10 cents incentive usign the CDS is enough. ‘The Recycle of Life’ creates a larger motivation for the target audiences through utilising Coca-Cola’s current partnerships thus meeting Coca-Cola’s objective of giving Coca-Cola bottles the best chance at a second life. With the budget that Coca-Cola has provided, Kajulu Green was able to cost the idea of implementing the ‘Recycle of Life’ into Coca-Cola’s production line. Kajulu Green have also recommended a media plan that the agency will greatly benefit the campaign’s visibility and help Coca-Cola be on the forefront of sustainability in the eyes of the consumer. Through research, the timing of the campaign as well as the media channels chosen, have all been selected for their functionality and for maximum exposure to the target audiences. Following the pilot period in metropolitan Sydney, Kajulu Green recommend that Coca-Cola use the data from that stage. The data would provide insights into the effectiveness of the campaign, and if needed, they make amendments to the strategy. Kajulu Green then recommend that Coca-Cola roll-out the campaign nationally.

Kajulu Green are confident that the ‘Recycle of Life’ will more than meet the objectives that Coca-Cola provided but will also provide a framework that other companies can follow suit in order to improve the environmental impact that their organisation may cause. The recommendations in this report will help push The Coca-Cola Company as a world-leader in sustainability packaging and corporate environmental practices.

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IAA Big Idea 2019€¦ · ˜˚˛˝˙˝ˆ a ee aa 2019 ˇ˘ IAA Big Idea 2019 Integrated Marketing Communications Recommendations prepared for Coca-Cola