The WOAH challenge
An exciting semester in AdandPrLab’s class Applied Marketing has come to an end. And the end was pretty enjoyable, having had impressive results from all of the teams on our final project. The challenge was to come up with a marketing plan for the new Coca-Cola app, WOAH (Where Only Awesome Happens). The goal was to propose one promotional activation and one amplification in order to engage the teen audience and increase awareness of this new app.
Our first step was a meeting full of brainstorming. Among plenty of creative and interesting ideas we finally ended up with a treasure hunt in Athens as our big launch event. A playful event, especially targeted at teenagers and young adults, consisted of puzzling riddles, great, but also easy-accessed places and desirable prizes. The event would be announced by the company’s social media and by George Lentzas, a public figure with a strong instagram account, who is known for his adventurous lifestyle.
In order to give this treasure hunt a meaningful and interesting form, we decided to use experiential marketing as our core guide. Through this we tried to create a memorable and emotional connection between the users and the app by engaging as many other human senses as possible. Specifically, we have selected the Five Senses (Sight, Sound, Smell, Taste and Touch). The clues, the places and the prizes of the treasure hunt were all connected to one of the senses above.
We wanted our final treasure hunt stop to be a big and enjoyable event that connects all of the participants and also other people, who wanted to have fun. That’s why we decided to create a big concert with famous artists. This concert symbolized the sense of touch, as in a big concert people come together, get in touch and share unforgettable experiences. Our motto was:
“In order to live WOAH moments, you have to activate all of your senses.”
Nevertheless this kind of event finally stops at some time. In order to gain user-engagement in long-term, we based the rest of our plan on intriguing contests with carefully chosen consumer-rewards. Our first one was a photo-contest on instagram, which would be held during the treasure hunt event, so as to boost the effort and engage more users. The participants’ task was to post a photo of their favorite treasure hunt moment. The winners would have gain great gifts, with the top of them all a GoPro Action Cam in order to keep on working on their passion for photography.
The second contest was based on the rise of more and more successful YouTube channels in Greece and on aspiring, young youtubers, who seek a chance to unfold their talents. We decided to ask for a 3 minute video with a free subject, but based on a WOAH moment, situation etc. The second and third winner would have won acknowledgment and useful technology for their upcoming efforts and the first one a DSLR Canon along with a collaboration with one of the Youtube channels that would announce the competition. The youtubers, which we chose to announce the event, are AmiYami, a famous and successful greek youtuber and The Carrot Tards, a new, successful duo, that can aspire the young audience.
Overall, our goal was to create brand loyalty for WOAH, by engaging young people in creative and interesting events and activities, through supporting their goals and encouraging them to follow their dreams:
“The most WOAH moment is only when you achieve your dreams”
Finally, we would like to thank Mrs. Diana Birba for giving us the chance to meet Mr Nikos Koumettis, president of the Coca-Cola Company’s business unit in Central and Eastern Europe. Our two lady professors Mrs.Diana Birba and Mrs. Dimitra Iordanoglou gave us inspiring lessons in our first contact in Applied Marketing and helped us experience an unforgettable real-life challenge in this field.
Team Pro.Ago: Poppy Kousi, Eleftheria Kostoula-Athanasiou, Dimitri Makris, Marissa Moumouri, Ioannis Spiliopoulos, Aris Tzimas, Eirinaios Trapetsas
