Title	FANTA 6TROUILLES
Brand	COCA-COLA
Product/Service	FANTA
Category	A01. Food & Drink
Entrant	HAVAS SPORTS & ENTERTAINMENT Paris, FRANCE
Idea Creation	HAVAS SPORTS & ENTERTAINMENT Paris, FRANCE
Production	HAVAS SPORTS & ENTERTAINMENT Paris, FRANCE
Production 2	HAVAS EVENT Paris, FRANCE

Name	Company	Position
Sounillace Frederic	Havas Sports & Entertainment	Creative Director

Why is this work relevant for Brand Experience & Activation ?

It is relevant for brand activation and experience because it’s a campaign based on a brand experience (Halloween), from which we created an integrated campaign including different touchpoints (customers, digital, PR) – from physic experience to digital impact. Halloween was for us, an opportunity to surprise consumers, this opportunity requires a very special approach in order to create a strong connexon with the teens, our key target. That is why, In 2017, Fanta create the 1st campaign that reinvents Halloween for teens based on their everyday fears on the digital world.

Background

We made one key observation : today, Halloween no longer interested French teens. They consider Halloween as an American tradition, very old fashion. And for them, only young kids could be afraid… In order to save Halloween and to reconnect teens with this event during their holidays time, Fanta created the first campaign that brings together the real digital fears of teens, all gathered in one place: the “Maison des 6trouilles” (the House of 6fears – in French words, “6fears” means phonetically as the word “pumpkin”) The fears of young people have evolved since the days of haunted houses. For this reason, Fanta offers a real engagement device on social networks with a digital mechanism around the fear via the hashtag #matrouillecest. During the campaign, the young people were invited to share their fears on a specific subject given every Friday and many prizes are up for grabs.

Describe the creative idea

Fanta created the first campaign that brings together the real digital fears of teens, all gathered in one place: “Maison des 6trouilles” To go further in the Halloween experience, Fanta creates an immersive experience: “la maison des 6trouilles” in the heart of Paris that showcases the freaks of young people. The house experience is unique, 250m2 on two levels with: •In the basement a real Escape Game designed especially for the occasion, representing the squat of a hacker in an enigmatic atmosphere that offers players, divided into teams, to solve no less than 6 puzzles on the teens fears. •On the ground floor, a common relaxation room providing: Fanta drinks, video games, BabyFoot and the Fantomaton to take a picture surprisingly. To live this new experience, consumers could register on the dedicated internet platform and / or earn their place on social networks, on NRJ (radio) or at store level.

Describe the strategy

A brand such as Fanta has to generate a high level of Brand Love with teens in order to generate additional business. At the same time, to convince customers to invest around the Brand, it’s key to demonstrate that Fanta can attract people in store thanks to dedicated brand campaign. Our key objective was Brand Love + Product tested (business) with the following KPIs ? Engage as many teens as possible around Fanta Brand, both on digital & event: social media interactions, word of mouth with virality of the campaign ? Generate attraction around Fanta: Fanta awareness, % of teens feeling that Fanta is playing a great role around Halloween ? Distribute as many Fanta products as possible in a teens environment to create a strong relationships between the product & teens

Describe the execution

a 3 steps campaign : A digital campaign to launch the campaign and to create conversations on SoMe. Fanta offers a real engagement device on social networks with a digital mechanism around the fear via the hashtag #matrouillecest. From October 6th, the young people were invited to share their fears on a specific subject given every Friday and many prizes are up for grabs. Second : THE DIGITAL FEAR HOUSE : “La maison des 6trouilles” To go further in the Halloween experience, Fanta creates an immersive experience: la Maison des 6trouilles in the heart of Paris that showcases the freaks of young people. The Closing : OCTOBER 31: "BEFORE" HALLOWEEN NIGHT AT THE CITADIUM (PARIS). To prepare their Halloween party with friends in a fun atmosphere, Fanta invites 600 teenagers in the most urban place of Paris, Citadium to find including the outfit that will thrill their group of friends.

List the results

Famous French youtubeurs have made and shared this experience on Fanta FB live. On top, to prepare their Halloween party with friends in a fun atmosphere, Fanta invites 600 teenagers in the most urban place of Paris, Citadium Caumartin to find the outfit that will thrill their group of friends. On the menu: teens youtubeurs, animations, masks, make-up and DJ set of The Geek x VRV. • +7500 Fanta cans sampled to teens in highly teens location • 42.8 M total impressions • 24% engagement rate on Instagram, one of the best rate for the Fanta brand in France • 2 500 tweets mentioning the campaign