Question

The Effies are awards for agencies that launch campaigns that are effective (i.e. often succeed in exceeding defined goals). Select a case study, read the description on this page summariz- ing the challenge and how it was met (no need to pay for a membership). If interested, you may wish search for ads (e.g. Youtube) and additional information online, etc. (see: www.effie.org/case_studies/cases). Apply concepts from your book and the lectures—what can be learned about communication effectiveness based on stages of buyer readiness from the case that you selected?

Answer 1

CASE-COKE STUDIO EXPLORER 2018

(2019 Effie awards Pakistan, Silver Winner)

SUMMARY-

With coke studio explorer , they dove deeper in to their culture DNA to introduce youth to the sounds and music of pakistan- the four provinces and Azad Kashmir. In this add they try to explore their indigenous sounds, instruments and ethnic music from each region and took it to a global stage. With the immense critical and international acclaim, coke studio explorer was truly an embodiment passion for Pakistan generating immense pride for Pakistan and Coke(studio) among the target studio.

CHALLENGE and HOW IT WAS MET

CHALLENGE-as coke studio entered in its 11th year they needed a fresh module that would re-engage the younger audience.

While Coke Studio continues to bring in consistent equity gains for brand Coke, the graph shows that the maximum listenership was coming from 25-34yrs whereas our core T G for brand recruitment is 18-24yrs.

It was met by creating content that was resonate with the youth, designed and delivered in line with their online media consumption habits. So they move with the idea of connecting youth through musical discovery across pakistan.

LEARNING ABOUT COMMUNICATION EFFECTIVENESS BASED ON STAGES OF BUYER REDINESS

8 Steps in developing effective communication begins with identifying the target audience

As per case intake

• Target audience- youth(age16-29)
• Objective- fresh module by re-engaing youth and generate brand attitude in young mind.
• Communication- creative strategy by incorporate culture with music and attract youth toward brand.
• Channels- online ( youth spent most of their time in e-social networking) but keeping in mind the creditiblity of online source.

communication tools vary in cost effectiveness at different stages of buyer rediness

• Budget- it should also be kept in mind while designing any advertisement.
• Media mix- in this case they use digital lead program (youtube, facebook ), VLOG Format, APP
• Measure results- how effective your plan by seeking increase in sale and in this case reach is 20million+
• Manage IMC- this is the last but very important one.

The strategic communication challenge was to continue growing Coke Studio without alienating the existing audience base, but also bring younger listeners into the franchise.

With this intention, they launched Coke Studio Explorer: a new module designed with the millennial audience in mind, exploring Pakistani musical cultural roots, staying true to the core DNA of Coke Studio as Sound of the Nation.

Over the years, we have evolved Coke Studio from being a T V-led show to a Digital-led platform. Channel Choices For Coke Studio Explorer, we specifically kept it Digital only because that’s where the 16-24yr old audience consume most of their content:

Social Media: Owned social media handles: Facebook, Instagram, Snapchat, Twitter Mobile:

Coke Studio App, Soundcloud

Web: Owned website

Communication touch points

Interactive and online

• Brand website/ Microsite
• Digital Video
• Display adds

Internal marketing

Mobile/ Tablet

• App

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