Coca-cola Promo, Case study SUPPORT MY SCHOOL by Perfect Relations

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SUPPORT MY SCHOOL

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Industry Soft Drinks, Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market India
Agency Perfect Relations
Released November 2011

Credits & Description

Category: Corporate Responsibility
Advertiser: COCA-COLA INDIA
Product/Service: RURAL SCHOOL FUNDING
Agency: PERFECT RELATIONS
Branch Head: Gayathri Sharma (Perfect Relations)
Media placement: Corporate Social Responsibility PR - The Times Of India - 25 January 2011
Media placement: Corporate Social Responsibility PR - Hindustan Times - 25 January 2011
Media placement: Corporate Social Responsibility PR - Business Standard - 25 January 2011
Media placement: Corporate Social Responsibility PR - Navbharat Times - Largest Circulated Hindi Newspaper In Delhi And Mumbai - 25 January 2011
Media placement: Corporate Social Responsibility PR - The Telegraph - 21 July 2011
Media placement: Corporate Social Responsibility PR - Dainik Jagaran - The Top Hindi Daily In India By Circulation - 10 September 2011
Media placement: Corporate Social Responsibility PR - Free Press Journal - 10 September 2011
Media placement: Corporate Social Responsibility PR - The Times Of India - 19 September 2011
Media placement: Corporate Social Responsibility PR - Deccan Chronicle - 19 September 2011
Media placement: Corporate Social Responsibility PR - Dainik Jagaran - 4 November 2011

Summary of the Campaign
• Creating the image of a socially responsible corporate has been at the center of Coke’s image agenda in India.

• Among other things, the central strategic driver for Coke’s communication has been to underline the concern for the planet and the people it works with. As Atul Singh, President, India and South West Asia Business Unit, famously said, “We are good people and we do good work.” Support My School (SMS) was therefore conceived as a manifestation of that thought.

• A high octane and high visibility PR campaign was designed in order to:

o Attract partners and funding
o Create a groundswell of support and awareness, focused on Primary School infrastructure in India.
o Energize celebrities along with the media, NGO’s and other corporate partners to help boost the programme initiatives.

• The PR buzz helped in making this programme a priority agenda for many corporates and stakeholders who were keen to associate with the program as well as funding it.
• Support My School (SMS) today supports over 70,000 children and has helped re-build 140 schools

The Situation
• Furthering Coke’s corporate agenda in tandem with its brand proposition of promoting an “active and healthy lifestyle,” we had to devise a campaign that helped showcase the company’s significant contribution to the society and people of the country.

• In India, where primary education is a priority but where one in two children dropout of school in 8th grade due to poor financial support systems and substandard school infrastructure, a program that addresses these conditions seemed useful.

• Hence was born the Coke SMS campaign, that brought together large corporate, NGOs, media, and other stakeholders to participate and help with this cause.

The Goal

1. Usage of Multimedia Tools to Ensure Presence Across Platforms

• SMS was primarily played out though strong digital campaigns. This included outreach to thought leaders and stakeholders through media platforms.

2. Brand Ambassador To Drive Higher Engagement

• Sachin Tendulkar (India’s top cricket icon) role as Brand Ambassador was highlighted through a telethon in association with NDTV, India’s largest news channel, to raise funds.

• A 360 degree campaign to touch 10 million people through online,TV, OOH, mobile and other media properties

3. Generating PR Mileage in Key Regional Media

• Sachin’s demi-god status and unique photo ops, ensured his message would reach the masses and that PR mileage was high wherever he went.

The Strategy
• Ensure the PR campaign targeted high potential corporate partners in the first phase.

• Get on board a high visibility and high credibility media partner

• Through such partnerships, facilitate at least 100 model schools benefiting over 50,000+ children across India and start a movement that could add the necessary momentum to Support My School.

• Aimed to highlight the condition of schools in rural and Semi-Urban India.

Execution
• 10 month long campaign divided into 5 phases –

• PROOF OF CONCEPT: 2 Model Schools ready with help of United Nations, CAF, and other NGOs engaged; work on 24 schools started

• LAUNCH: High visibility launch held in Mumbai

• BUILD UP PHASE: 6 Month long multimedia campaign on to raise awareness

• TELETHON: 12 hour live television event to raise funds planned Q3 ‘11

• THE FOLLOW UP PHASE: 2 months of follow up stories on the implementation of the program and utilization of funds raised

Documented Results
• Raised USD 1.25 mn in the first year (2011) and assisted 120 schools and approximately 60,000 children through this campaign

• Work has already been completed in 27 schools and by the end of this year, work would have begun in the remaining 73 schools (campaign aims to touch 100 schools by December)

• At these schools, improvements have included: Improved Access to Water, Water Conservation - Rain Water Harvesting, Separate Toilets for Boys & Girls, Tree Plantation & Horticulture, Promoting Active Sports, and Installation of Libraries and Teacher Training programmes.

We hope that this small effort of the partners will turn into a movement….and we are looking forward to you joining us in helping make a difference.