The WOAH project
Never before had we assimilated what working in the field of marketing actually means, as we did during this semester, in AdandPr Lab, when our team, the ADventurous PRoposals, was given the opportunity to work on a project for Coca Cola.
Our task, as described in the brief we were given, was to propose a promotional activation and an amplification for WOAH, Coca Cola’s recently launched app. The target group we were instructed to aim at was that of high school teens (15–19 y.o) as well as young adults (20–24 y.o). On these grounds, we started our brainstorming imagining what we, ourselves, would want to see in a youth-oriented digital platform and after much thought and lots of team meetings our idea was complete!
To begin with, our main focus was coming up with something that would increase the app’s interactivity with the user. For this reason, we proposed the creation of a section inside the app ,that would work much like a photo- sharing social medium, where registered WOAH users could upload, in the form of image or video, moments of their lives they considered awesome and win gifts.
As far as our second objective, the amplification, is concerned, we aligned with Coca Cola’s local content strategy and made a choice of four influencers, that we believe to be particularly popular among teens, to advocate the app. More specifically, the four stand up comedians we proposed, would engage in a Diss battle at the centre of Athens that would include audience participation and the distribution of exclusive WOAH wristbands with redeemable codes.
It is certain that this project was beneficial to us, as a team but also as individuals, in many ways! During the preparation of the task, we were pushed to acquire new skills , like better time management, our cooperation as a team was strengthened, and we were inspired to try thinking out of the box. Eventually, during the final presentation we had the chance to put the presentation skills we were taught ,throughout the year, into practice and receive constructive feedback from professionals in the field.
Last but not least, we were very much honoured by the presence of Mr Nikos Koumettis, President of The Coca-Cola Company’s Central and Eastern Europe business unit, who dedicated some of his time to us, giving us advice and answering our questions.
Special thanks to our teacher Mrs Diana Birba and her cooperator Mrs Debora Zogopoulou for inspiring us to complete the WOAH project at the best of our abilities and of course Mrs Dimitra Iordanoglou and Mrs Betty Tsakarestou for guiding us through this Awesome experience!
Our team, “ADverturous PRoposals”: elena kouki, Anastasia Koutsothodorou, eirini*ak, Aimilia29, Liana Kollia, Korina Simeonidou
