HEATWAVE

A Presentation by SquareNovember 23, 2010

The Brief

Create a concept for a Summer Activity covering big cities in Vietnam

-Targetting Teenagers aged 14-19 years old- Theme must be related to appreciation of Music

-Will attract 10K Pax Attendees

The event must be/have:Music Experience

Refreshing Lift Teens Up

Initial Ideas from Client:CampingFestival

Fair

Everyone knows that summer is the best time of the year!

No school.Full Day of Playing and Dancing in the street

The Fresh Summer Flowers & Fruits.The warm sounds of the Summer Wind

The textured smell of sea salt water.

It’s a perfect time to quench the thirst & experience the refreshing

benefit of COKE.

HEATWAVEHeatwave is a campaign encouraging all teens to make strides in creating, sharing and appreciating refreshing music reflective of

youth and summer fun.

The campaign motivates people to enjoy summer and take an active role in taking a more refreshing outlook while enjoying the

refreshing benefits of COKE.

This coming summer, Coke will engage and challenge the youth in reminding that Coke is the perfect companion to lift

them up, refreshing them physically and emotionally.

The campaign, entitled Heatwave, will be about owning the summer season, and introducing new ways to enjoy life

and music through summer’s exciting visuals amd activities. The ff. thrusts will be communicated as well:

- Summer = Fun = Coke- Coke supports Vietnam Music and in helping Teens

blossom to their highest music potential.

WELCOME to the Coolest and Hottest Event of Summer!

Heatwave Camp

Main Event

Music Appreciation and Education for young

people. Plus Live Concert featuring hottest

performers in town and overseas. All Under the

SUN.

YouTunes CIty

Foster an appreciation community for new

music wave and Coke lovers.

Digital Maximization

City Art Pop UP

Ambiant and Activation

Bring the summer sand and wave to the city.Publicize campaign, main event and the brand and excite them

about summer

Heatwave Funky

Crown Promo

Consumer Promo

Enjoy summer’s heatwave and reinforce the need to buy and drink coke and

win prizes in the process.

The campaign will be introduced through a

citywide merchandising and installation

announcing the start of summer days in

Vietnam.

On Ground Maximization

HEATWAVECity ART POP-UP

STREETS

1) Street Merchandising on major thoroughfares

2) Street Musicians & Artists

PARTNER ESTABLISHMENTS

1) HEATWAVE Table Tops2) Posters3) Decorative Mobiles

MALLS & POS

1) Coke Heatwave REFRESH LOUNGE2) Beach Caricature & Photo Booth3) Posters4) music jukebox

HEATWAVE City ART POP UP

Beach pop-up visuals will be installed in main thoroughfares to provide ambient advertising and

invite targets and the public.

Dong Khoi Halong Street Tran Phu Street

Heatwave City ART POP UP

Heatwave Refresh Pop-up Lounges will be installed in major malls and parks in the city. Lounge will provide coke beverage, premium items for sale, computer terminals for website access and free wifi for everyone.

Coke Beverage For Sale

Branded Premium Items

Computer Terminals

Free WIFI

Summer Music

Street artists and photo pop-up booths will be situated around the city to do souvenir henna

tattoo and caricature portraits in a beach setting.

Heatwave ART

Lift Teens UP!

Your friendly Summer Music NeighborhoodYoutunes will serve as a channel for young people to develop and showcase their musical talents through collaborative work with

fellow artists, art lovers and performers.

Youtunes is a movement encouraging teens to

express themselves through music. It aims to foster

refreshing collaboration and celebration of different

forms and expression of musical artistry into a level

of greater heights never been heard or seen before .

As most of the TEENS are connected online, a digital maximization will be implemented to engage the pubic and solicit entries for

Coke Music Camp .

YouTunes CITY

Talent Wave - Unveil Your Hottest Musical Best

Users can team up with their fellow music lovers and share mp3 and videos of vocal

prowess, dance dynamics and musical creations for others to like, feedback and

comment.300 entries will be chosen to participate in the

COke Heatwave Summer Camp in each city.

Hot SUMMER WAVE Planet

Games, Apps and downloadable wallpapers, coke music, stickers,coke art and other contents for people to

use and share with friends.Optional: Heatwave Coke Radio

HelloTunes YouPODS

where users can create, share, copy and enjoy music created by

fellow music lovers.

HEATWAVEThe COKE COVE 1

Teens will be invited to gather in a modern architecture design by the beach shore. Design Inspiration comes from Sydney Opera House. The patterns represent the sun rays which represent what the objective of the main event. We want to depict the different layers of talent and artistry innate in Vietnamese teens.

We want to create an impressive landmark where we can project brand images of Coke, Vietnam and the event and a sturcture that will stand out against the background of

the calm Vietnam shores.

Lift Teens UP!

HEATWAVEThe COKE COVE 2

The panels will be decorated with COKE branding and HEATWAVE designs - 360.

Lift Teens UP!

Coke shaped enclosure will be the main event location near the beach.Giant coke towers will accentuate the Camp Entrance.

HEATWAVEFloor Plan

HEATWAVEMusic Camp

Music Camp will be have a 2-day filled with activities dedicated to promote promising music talents (Music Camp ) and provide refreshing entertainment for Coke aficionados/spectators (Live Concert). Coke Beverage Stations and Sponsor Booths will be spread around the Camp.

Do-Re-Mi CenterInteractive Area for

Learning / education for and basics of music

(songwriting, singing, dance)

World Music Heritage + Vietnamese Heritage +Emerging Mucis Genre Basics Vocals Basics

LectureDance

DynamicsMusic

Writing

Recital Concert w/ Popular Celebrities

Chart HutsKaraoke Haven

Contemporary Music for Hitlist Lovers to

listen.

Top 300!exhibit of camper’s

work, interactive website, bluetooth

stations

Summer CatwalkTunes

Hot Dudes and Babes, Fashion &

Music

Sweat Wild Sports and Music Area

Fun, Sports and Music

WAVE Ripple Effect

Photobooths and souvenir photo

stations.

Da

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g A

cti

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Lift Teens UP!

SUN BEACH ♥♥♥ COKE in Bali!

HEATWAVEThe COKE FUNKY CROWN PROMO

Collect specially labelled coca cola bottle crowns :

in exchange of premium items at Coke Refresh Pop-Up Lounges

in exchange of entrance to camp

INSTANT PRIZES and SUN BEACH ♥♥♥ COKE in BALI/PHUKET/ PHU QUOC

“Everybody knows that you need nothing if you have the SUN, BEACH and COKE”

HEATWAVEMusic Concert

The Music Camp will culminate in a live concert filling the venue with vibrant youth energy and refreshing music from both local and international music and dance artists. Select Coke Music Campers will perform with the guests.

Jabbawockeez

Kaba Modern

Lee Hyori

Taeyoung

2PM

Wonder Girls

1. Raffles College.• Fashion design department:

Summer Catwalk Tunes. Besides that, we also have educational consultants to help teenagers orient their future career.

2. Nivea Vietnam.• Because of outdoor

activities under the sun, they might need sun block lotion.

3. Samsung mobile.• One of the activities in the

Camp will be using Samsung mobile phone to support for Chart Huts Karaoke Heaven. It’s like using new Samsung Wave to record a song and share it to everyone.

4. Mobilefone.• Mobilefone has a call package

called “Q-Teen” which dedicated for teenagers. “Q-Teen” has lots of interesting preferences.

100 SMS(internal network)/day with only 3000 VND

640 VND/minute(internal call) within Happy hours

Free 15MB/month using Mobile Internet.

Corporate Partners

HEATWAVESummary

Awareness & Recogntion of

Teens Gifts

1Expression and empowerment

2Recogntion + Advocacy and

Sharing to benefit others

3

Launch of Youtunes

City Art Pop-Up

Funky Crown Promo

Coke Cove - Camp and Concert

Street Merchandising

Street Artists

Coke Refresh Lounge

Call of Entries

Instant Prizes

Music Camp

Engagement Announcement of Promo Winners