Title	FRULITE - KSEZOUMISETO
Brand	COCA-COLA HELLAS 3E - ABG
Product/Service	FRULITE
Entrant	JNL+ Athens, GREECE
Idea Creation	JNL+ Athens, GREECE
Media Placement	JNL+ Athens, GREECE
PR	JNL+ Athens, GREECE
Production	JNL+ Athens, GREECE

Name	Company	Position
Markos Markakis	JNL+	Acount Manager
Iro Spontidaki	Coca Cola - 3E	Brand Manager
Paulina Kalliou	Coca Cola - 3E	Marketing Manager Juices
Angelika Leoussis	JNL+	Managing Director
Alexandros Kininis	JNL+	General Manager
Alexandros Ioannidis	AVAKON+	Developper
Chris Georgolios	3dreams	Developper
Danai Daska	JNL+	Creative Director
Christos Dimolikas	JNL+	Film Director
Irini Ziva	Avakon+	Media Planner & Insight Analyst
Michalis Paredrakos	Avakon+	Managing Director
Yiannis Gravezas	3dreams	Developper
George Baklesis	3dreams	3d Generalist
Chaidalis Konstantinos	3Dreams	3D Graphics
Tina Kontogiannopoulou	Jnl+	Copywriter
Vivian Gerogianni	3Dreams	Video Editor, VFR
Dionisia Vagianou	JNL+	Art Director

The Campaign

Frulite’s core idea is “You choose the taste of your life”. In our view that means that you can choose the way you want to live your life, the attitude you will have towards reality. It does not give guidance as to which attitude you should have, but it aims at empowering you in regards to your freedom of choice. In a country battling with a great recession we often tend to put our lives on hold, for the brighter days. We wanted to ignite youth and bring them to their natural state, AKA living life to its full potential. Taking advantage of the moment and finding pleasure even in the most mundane. Squeezing the juice out of every moment. This was the main message of our campaign, which unfolded through a series of engaging, interactive and surprising physical and digital experiences.

Creative Execution

The campaign launched through the 1st challenge. We asked people to “Squeeze the juice out of Easter time vacation” AKA family dinners and traditional Easter lam cooking. The 2nd challenge asked them to co-create an exciting experience on bus stops and “Squeeze the juice out of waiting time”. They submitted their ideas online and Frulite realized one of them. This resulted in swings being installed on several bus stops in Athens. This was followed by an AR app, where people could squeeze boredom by downloading out ksezoumiseto mobile app and playing time consuming games with our packaging. Our 4th challenge introduced a double-reality interactive video, which aired on our website. Viewers could watch the video and by pressing on the “squeeze it” button watch an alternative and far more fun reality. Finally, the 5th challenge gave them the opportunity to “Squeeze your style” by personalizing a white t-shirt.

• Reach 5m • Engagement + 91% • Sales +7,4% in our priority channels New Digital Platform | Challenges: www.ksezoumiseto.gr Visitors: 70K (+16.6% vs. target) Unique Visitors: 60.000 (100% on target) Participants: 3.1K (+47% vs. target) Creative Use of Media |Outdoor, Bus Stations, Print, Augmented Reality Games, Double reality video Unique Visitors: 17.000 Sessions: 20.000 Augmented reality Downloads: 2.150 Strong PR plan | Use of influencers as KOFs) Youtube Videos | FB Ads (Total views: 1M +14% vs. target,) Display Campaign (incl. banners, skins, articles) Sampling Program in key customers: More than 25k contacts

360 at heart, the Frulite campaign mixes online and offline, digital and physical by exploiting a plethora of contact points. Experiences are met in real life, on mobile apps, in the digital space. Video, games, co-creation are all integral parts of this campaign, Communication flows between ATL, BTL, PR, SM and Digital media.

Our target group is 15-34, core 15-24, throughout Greece. This directed us to communicate mainly through the digital world, where our core target group thrives. Different social media, (Facebook, youtube, Instagram, twitter) popular apps (like Shazam, Skype) sites and influencers pages as well as the primary transport vehicles of youth, busses/bus stops and the subway, were our communication “media”. To speak “youth” we needed to be highly interactive, engaging and experiential. We asked youth to “Squeeze the juice out of every moment” and through a site www.ksezoumiseto.gr and our Social Media we gave them 5 challenges that would inspire and ignite them. The challenges all involved altering reality and giving it a fun twist. They were introduced consecutively within a 6 months’ period. Our tone of voice was daring, disruptive and playful and the design of ksezoumise_to material was colorful, fruity and uplifting!