Content 2011.03.

26 20:30-21:30

• About EARTH HOUR

– What is Earth Hour?
• Objective
• Promotion activation tactic
• Promotion plan and report
– TV
– Newspaper
– Online AD
– FM
– Outdoor
– Indoor
– Event
• Saved electricity
• Budget

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What is EARTH HOUR ? 2011.03.26
2011.03.26 20:30-21:30
20:30-21:30

• Earth Hour is a global event organized by WWF (

World Wide Fund for Nature, also known as World Wildlife Fund) and is
held on the last Saturday of March annually, asking households and
businesses to turn off their non-essential lights and other
electrical appliances for one hour to raise awareness towards the need
to take action on climate change. Earth Hour was conceived by WWF and
The Sydney Morning Herald in 2007, when 2.2 million residents of
Sydney participated by turning off all non-essential lights. Following
Sydney's lead, many other cities around the world adopted the event in
2008. Earth Hour 2011 will take place on March 26, 2011 from 8:30 p.m.
to 9:30 p.m., at participants' respective local time.

3
Objective 2011.03.26 20:30-21:30
2011.03.26 20:30-21:30

•Strengthen the LIVE POSITIVELY – climate

protection, energy management Branding
•To capture the change that is taking place in our
world and allow these actions to inspire more action
and it is sum of people individual actions that will
create a sustainable future.

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Program idea & tactics 2011.03.26 20:30-21:30
2011.03.26 20:30-21:30
Amplify the experience throughout marketing
Create strong linkage between Coke and Earth Hour
mix

Online Outdoor Event

Online media to drive Track back to drive Earth hour party to
association and association and fully drive association and
engagement trough amplify the excitement fully amplify the
interactive experience. with excitement with EH.

PR
Indoor door
Advertorials: initiative
Office decoration
of earth hour and
to drive
encourage to join earth
association and
hour.
fully amplify the
excitement with
stand banner,
dangler, switch
sticker.
5
Earth Hour Activation
Promotion period:
March 19t h- March 30t h
2011 20:30-21:30 / 12 days/
Promotion brand:
Live positively Energy
Management and Climate
Protection
Organizers:
WWF
MCS COCA-COLA
SENGUR brand
Media Communication:
Earth hour TV program:
March 12th – March 25th (2 weeks)
Coke + Earth Hour and L+ TVC
Ad
March 19 th -26th (1 week)
Online and Radio Ad
Press Ad
2011.03.26 20:30-21:30
2011.03.26 20:30-21:30
Outdoor Earth Hour :
35 Coca Cola Track back Ad
March 14th – March 26th (2 weeks)
Indoor Decoration:
POSM : light box, stand banner, Dangler, switch
sticker.
Earth Hour event
Location: SUKHBATOR square,
Date: 2011.03.26 20:00-21:30
Entertainment
 Announcer /Rock star
Munkhsaikhan/
 Switch off action - buildings around
of SB square
 Operation to burn candles
 Dancer show /UB dance/
 Singers and groups
 Fire show /actors of circus /
 Drum show
 Brass band
 To paint on face 6
IMC: 360 Communication 2011.03.26 20:30-21:30
2011.03.26 20:30-21:30

On
line outdoo
Press
r
Training
for
FM
employee
EAR s

TV
TH Event
HOU
R
7
Integrated Marketing 2011.03.26 20:30-21:30
Objective: To Aggressively Promote Coca Cola joint with earth hour. 2011.03.26 20:30-21:30
Communication
• TV C /7 TV/ , TV • LCD banner /office/
program /5 TV/, • Dangler /office/-7
News /10 TV/ • Light box /office/-1
• Online Ad -4 Web pages • Stand banner-5
• Press news / • Track back-35
6 newspaper/ INDOOR
• Switch sticker-2000
• FM /3 channel/
MEDIA
OR &
OUTDO

T • Opening operation
• Operation to burn
PRIN EVENT candles
• Singers and groups
T entertai • Dance show
• Sign board-1 • Fire show
EVEN nment • Drum show
• Brass band
• To leave an
impression
• To paint on face

8
Media-TV 2011.03.26 20:30-21:30
2011.03.26 20:30-21:30
1 TV program-30 min and news (5 TV=6 days) total airing=150 min 2011.03.21-26

2 TVC- 20 sec (5 TV=2 days) total airing=1200 sec =20 min march 19-20

TV8

3 TVC- 5 sec (7 TV=6 days) total airing=990 sec=16,5 min march. 21-26

TV8

4 TV news (9 TV) 2011.03.27,28,29

ETV

5 TV program 20,30 sec (2 TV =3 days) total airing=110 sec=1,8 min march. 27,28,30

9
TV programs 2011.03.26 20:30-21:30

10
TV Shtork 2011.03.26 20:30-21:30
2011.03.26 20:30-21:30

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Press news 2011.03.26 20:30-21:30
2011.03.26 20:30-21:30

Newspapers
PUBLISHED

3500 pieces 3400 pieces 13000 pieces 5600 pieces 1000 pieces 3000 pieces

UNDESNII ZUUNII UDRIIN ARDCHILAL MONGOLIIN UNUUDUR

UNEN
SHUUDAN MEDEE SONIN
March.7-28 March.9-24 March.10-25 March.15-28 March.14-28 March.16-24
1.    What is “earth 1.What is “earth 1.What is “earth 1.    What is “earth 1.    What is “earth 1.What is “Earth Hour”
Hour” 2.    The Hour” 2.About Hour” 2.    How to Hour” 2.   How to Hour” 2.   History of 2. Earth Hour has done a
problems of technologies which manage electricity in reported in Buddha Mongolians habit to lot to raise awareness of
Ecosystem 3.    Eco ecofriedly 3.   Let’s home situation formula about protect nature, 3.    sustainability issues. But
masthead 4.    News manage electricity 3.   What is green information to “Eco masthead” there’s more to it than
reporting about (Method to manage house gas protect environment 4.   News reporting switching off lights for
“Earth Hour” electricity, Famous 4.   Mongolian’s stars 3. News reporting about “Earth Hour” one hour once a year.
people how to use thought about “earth about “Earth Hour” It’s all about giving
this method in hour” people a voice and
practical) 4. News working together to
reporting about create a better future for
“Earth Hour” our planet.
3. To call for people to
join with “Earth Hour”
min =29500 consumers read the 4. News reporting about
“Earth Hour”
information about “EARTH HOUR”

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EARTH HOUR-2011 in newsletter 2011.03.26 20:30-21:30
2011.03.26 20:30-21:30

13
EARTH HOUR-2011 in newsletter 2011.03.26 20:30-21:30
2011.03.26 20:30-21:30

14
Online AD 2011.03.26 20:30-21:30
2011.03.26 20:30-21:30

Pre news • www.news.mn

• www.zaluu.mn
2011.march.23-25 • www.gogo.mn
• www.news.mn • www.news.mn • www.baabar.mn
• www.zaluu.mn • www.zaluu.mn • www.asunews.mn
• www.gogo.mn • www.gogo.mn • www.caak.mn
• www.asunews.mn •
WEB banner www.olloo.mn
• www.zasag.mn
2011.march.23-26 • www.shuud.mn
• www.nuuts.mn Photo news
2011.march.28,29

15
Online AD- before 2011.03.26 20:30-21:30
2011.03.26 20:30-21:30

16
Online AD- after 2011.03.26 20:30-21:30
2011.03.26 20:30-21:30
FM radio 2011.03.26 20:30-21:30
2011.03.26 20:30-21:30

20 sec
10-20 times
per day FM 104
4 days 3 FM
FM 101.7
Total airing=200 times=66.6min
FM 98.1

18
Online AD-letter 2011.03.26 20:30-21:30
2011.03.26 20:30-21:30

Mongol 10500
Center of
chamber
MCS _all democratic people
all
3000 people education read this
6700
800 people letter
people

Letter №1 content Letter №2content

1. What is “Earth 1. How to pass

Hour” “Earth Hour”
2. Why Coca-Cola / funny information/
joined 2. Call to for “Earth
“earth Hour” Hour”
3. Call to for “Earth
Hour”

19
Distribution track back 2011.03.26 20:30-21:30
2011.03.26 20:30-21:30

Track back-35 pieces

20
Indoor design 2011.03.26 20:30-21:30
2011.03.26 20:30-21:30
In Central Tower-7 pieces
banner

21
Indoor design 2011.03.26 20:30-21:30
2011.03.26 20:30-21:30

Switch sticker -2000 /to customer and office/

22
Indoor design 2011.03.26 20:30-21:30
2011.03.26 20:30-21:30
Light box in bottler office-1
/in office/

23
 2011.03.26 20:30-21:30
Bottler office decoration 2011.03.26 20:30-21:30

Stand
banner-7
/in office/

24
Training for employees 2011.03.26 20:30-21:30
2011.03.26 20:30-21:30
Trainin
g for
sales
depart to deliver
ment info to
customer

To deliver
info to

Trainin your
family and

g for all
friends

employ
ees

25
Event content 2011.03.26 20:30-21:30
2011.03.26 20:30-21:30

dancer
Fire
show
Singers and Drum show
groups

Operation to
burn candles Brass band

To leave an
Opening impression
EARTH
HOUR
Press EVENT
To paint on
release face

26
Press conference 2011.03.26 20:30-21:30
2011.03.26 20:30-21:30

27
EARTH HOUR- 2011 SWITCH OFF ACTION
2011.03.26 20:30-21:30
2011.03.26 20:30-21:30
Buildings around of the SUKHBAATAR square
Government house of Mongolia Central house of culture Mongolian
dramatic
house

Government house of Mongolia

Coke sign

MCS Coca-Cola director WWF director

L.MYAGMARJAV B.LHAGVASUREN

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EARTH HOUR- 2011 BURNING CANDLES
2011.03.26 20:30-21:30
2011.03.26 20:30-21:30

29
EARTH HOUR- 2011 INTERTAINMENTS
2011.03.26 20:30-21:30
2011.03.26 20:30-21:30
Brass band
Singer groups

Fire show

Bicycle show Dance group

Paint on face

30
EARTH HOUR- 2011 PEOPLE IN EVENT
2011.03.26 20:30-21:30
2011.03.26 20:30-21:30

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EARTH HOUR- Saved electrical energy during the “Earth
2011.03.26
Hour” 20:30-21:30

• Switched off 12 buildings around the SB square

• We saved 152 KBT*H electrical energy
/ Calculated by Ph . D HUYAGDORJ.M-teacher of MUST -UE/
• It means that we can cook 1824 L tea during 1 hour.

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 2011.03.26 20:30-21:30
2011.03.26 20:30-21:30

THANK YOU FOR YOUR ATTENTION

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