What is the direct impact of the Greenpeace video” Stop Coca-Cola trashing Australia" on the public

1. Who is the target of the video?

1.1. Young People

1.1.1. Distribution channel

1.1.1.1. Youtube

1.1.1.2. Facebook

1.1.1.3. Twitter

1.1.1.4. Google +

1.1.2. Same target as usual Coca-Cola ads

1.1.2.1. http://www.youtube.com/watch?v=RuiGWlL7aPs

1.2. TV add

1.2.1. NSW?

1.2.1.1. O'farrell

1.3. Public perception

1.4. Voting Australians

1.4.1. encourage Australians to tell State Premiers to stand up for the environment by supporting a national ‘cash for containers’ scheme

1.4.2. To pressure

1.4.2.1. NSW Premier

1.4.2.1.1. support national cash for containers scheme

1.4.2.2. Vic Premier

1.4.2.3. WA Premier

1.4.2.4. NT Premiers

2. Not in scope

2.1. Why was it the 2nd most viewed youtube on the Xth of may

2.2. Perception of plastic waste

2.3. Do we need the word perception?

3. Impacts

3.1. Attitude

3.1.1. Public Image of Coca Cola

3.1.1.1. "bad guy"

3.2. Reaction

3.2.1. What are the direct actions?

3.2.1.1. Petition

3.2.1.1.1. 12,000 petitions sent to premiers

3.2.1.2. Youtube

3.2.1.2.1. Likes

3.2.1.2.2. Dislikes

3.2.1.3. Facebook

3.2.1.3.1. Likes

3.2.1.3.2. Shares video

3.2.2. Purchase behaviour

3.2.2.1. Intention / willingness of future purchasing

4. Launched date

4.1. Monday 6 May 2013

4.2. eve of Coca-Cola Amatil’s AGM

4.3. 1 Million vies by 22/05

5. Justification

5.1. Australians use between 13-14 billion drinks containers a year and Clean Up Australia estimates that 45% of the rubbish collected every Clean Up Australia Day is beverage industry-related.

6. Quantitaive

6.1. Secondary Data

6.1.1. YOutuve stats

6.1.1.1. http://www.youtube.com/watch?v=Q7Uxaw6YoRw&feature=player_embedded