In Conclusion...

After carefully examining the different aspects of the integrated marketing communications set out by Coke-Zero, I would say that overall their campaign is effective in engaging their target audience. Their first part, outdoor advertisement, is effective in getting the attention of the entire market, including the target audience as well as secondary audiences. The advertisements on the buses were eye-catching in their size and quantity but other than that there was nothing really keeping it in the consumer's mind for very long. Coke-Zero effectively used social media websites such as Facebook, Twitter and YouTube to create buzz about their brand and stay relevant in consumers' minds through status updates and tweets. The target audience of Coke-Zero is young adult males, and by combining their brand with the NRL they have successfully reached this audience. Young adult males generally love sports, especially team pride, and by using a competition online Coke Zero has gained the attention of this segment of the market. Lastly, through a clever campaign aimed at moving Coca-Cola Original drinkers to Coke-Zero drinkers, the brand has made something interesting enough to stay in a consumer's thoughts for long enough to possibly enable purchase behaviour. All together, I think Coke-Zero has created a fairly good integrated marketing communication campaign that will stick out to consumers and their target audience.