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

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. “How we made 10M teens dance”
Havas Sports & Entertaiment
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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
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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
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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
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6. INTRODUCING JUST DANCE
Havas Sports & Entertaiment
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7. PARTNERNING WITH COCA-COLA ON THE LAUNCH OF THE
MOST ANTICIPATED INNOVATION: JUST DANCE NOW
Havas Sports & Entertaiment
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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. 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
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https://www.youtube.com
/watch?v=XGbyJZ3d70Q
https://www.youtube.com
/watch?v=bbGXHUIsJI4

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
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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
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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
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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
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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
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14. Contact
Havas Sports & Entertaiment
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