Aquarius Promo, Case study I CAN DO IT by Dentsu Inc. Tokyo

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Industry Non-alcoholic drinks
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Released February 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: COCA-COLA
Product/Service: AQUARIUS
Agency: DENTSU
Date of First Appearance: Mar 1 2010
Entrant Company: DENTSU, Tokyo, JAPAN
Senior Vice President of Consumer Marketing: Santiago Bargania (Coca-Cola)
Senior Vice President of Consumer Marketing: Santiago Blanco (Coca-Cola)
Group Manager of Consumer Marketing: Miki Machi (Coca-Cola)
Manager of Consumer Marketing: Makoto Narioka (Coca-Cola)
Manager of Consumer Marketing: Masayuki Sato (Coca-Cola)
Group Manager of Creative Excellence: Koki Yamashita (Coca-Cola)
Assistant Manager of Creative Excellence: Miya French (Coca-Cola)
Vice President of Marketing Operations Media: Shoko Suzuki (Coca-Cola)
Group Manager of Marketing Operations Media: Yoko Tonaka (Coca-Cola)
Manager of Marketing Operations: Takahiro Ushigome (Coca-Cola)
Senior Manager of National Promotions: Hirooki Kobayashi (Coca-Cola)
Group Manager of Package Graphics Group: Tsuyoshi Imaizumi (Coca-Cola)
Director of Marketing Operations I-marketing: Hiroto Ebata (Coca-Cola)
Manager of Marketing Operations I-marketing: Tomoki Okudaira (Coca-Cola)
Vice President of Creative Excellence: David Elthworth (Coca-Cola)
Vice President of Marketing Operations, Marketing Activation: Kumiko Koike (Coca-Cola)
Manager of Merchandising Solution Group: Yosuke Segawa (Coca-Cola)
Group Manager of Marketing Operations/ Marketing Assistant: Hashizume Tatsuya (Coca-Cola)
Public Relations Manager/ Public Affairs Council: Satomi Somekawa (Coca-Cola)
Manager of Consumer Marketing: Jun Ishii (Coca-Cola)
Media placement: Branded Entertainment TV Program Tie-Up - TV-Asahi Yabecchi FC - Apr - July 2010
Media placement: TV Campaign 4spots - National Television Networks - Mar 2010
Media placement: Newspaper FIFA Mach Result Ad. - Sponichi, Sports Newspaper - June 2010
Media placement: Magazine Ad. - "Number" And Other Magazines - June 2010
Media placement: Billboard Ad. - Coca-Cola Billboard - June 2010
Media placement: Open Promotion To Win The FWC Ticket - Web - 22 Mar - 30 April 2010
Media placement: Vending Machine Ad. - Coca Cola Vending Machine - April - June 2010
Media placement: World Cup Design Package - Convenience Stores - Mar - July 2010

Insights, Strategy & the Idea
World cup football stars, Iniesta and Higuain, called viewers to challenge " Lifting " ball tricks.
Viewers then posted these videos and YouTube.

Creative Execution
1. Delivered “I can do it” through an IMC campaign leveraging football stars
2. Branded PR: Fused attention for football stars and exposure of the brand
3. Ad and storefront execution in accordance with football match results preparing creatives for both victory and loss scenarios.
4. Branded Entertainment: Branded TV Program soliciting viewer posting or Youtube.

Results and Effectiveness
Market Size
+31% Jun.-Aug.

+17% +21.2MM UC

Market Share
51.0% +2.8pts

Earned Media
US$ 7.6MM

PV of YouTube movies