FANTA TAKEOVER & WIN

TitleFANTA TAKEOVER & WIN
BrandFANTA / COCA-COLA
Product/ServiceFANTA
Category A02. AR
Entrant ANTHEM London, UNITED KINGDOM
Idea Creation ANTHEM London, UNITED KINGDOM
Production ANTHEM London, UNITED KINGDOM
Credits
Name Company Position
Rob Hollands Anthem Worldwide Managing Director
Paul Simonet Anthem Worldwide Strategist Director
Kieron Horan Anthem Worldwide Lead Creative
Ryan Crossland Anthem Worldwide Producer
Gabriela Coroa Sr Account Manager

Background

Fanta relaunched in 2017, reengaging with teens who are becoming ever more connected. For Fanta’s 2018 European campaign, the brief was to create an authentic and credible experience that engages teens in a unique and innovative way. So we put teens at the heart of the brand. For the first time in Fanta’s history, teens used augmented reality to take over five key markets keeping true to Fanta’s focus on innovation. The objectives were: • Target both males and females in the hard to reach teen age category (15-19) • Drive volume increase of +5% • Drive sales increase of +5%

Describe the creative idea

This is the first ever Fanta partnership that brings breakthrough innovations to teens with one of the most powerful global apps, Shazam. Connected Fanta packs call out the campaign and carry a Shazam visual code. To engage in the experience, teens purchased promotional Fanta packs, opened the app and scanned. This instantly unlocked an augmented reality experience, with key influencers and stars of the TV commercial delivering the campaign story and immersing teens in a playful and engaging experience. Teens got to ‘take over’ Fanta and enjoy cool digital experiences, create and share original Fanta face filters and participate in a competition and win awesome prizes. We delivered the integrated campaign across digital, social, packaging, POS, print, out of home, cinema and TV.

Describe the strategy

The strategy behind the campaign was to target teens by putting them in charge.    Collective experiences are the new gospel and reality for Gen-Z. Reality for teens is digital, while digital is reality and their smartphone is the enabler of this fluidity.   By building an experience platform with connected packaging as the facilitator, we wanted to provide teens with deeper engagement with their favourite brand, Fanta.   We integrated social influencers, innovation, social content and shareable filters across multiple markets and in a world first to put social influencers on pack!   This is the most breakthrough promo mechanism that Coca-Cola has ever implemented at Fanta.  The Fanta filters allow teens to interact with the brand and product and let it take over their senses before sharing their fun with their friends. We wanted to connect with teens in a new way and engage and entertain them in a unique Fanta experience.

Describe the execution

We redesigned Fanta’s biggest owned media channel – ‘packaging’ to feature a scannable Shazam code, created the TV commercial, amplified the activity across social channels and supported out of home with Cinema advertising and POS. Teens were welcomed into the experience by augmented reality influencers where they could play with filters to bring the Takeover to life, sharing the fun all over social media. Using competition codes on packs they could win awesome prizes. To promote the takeover influencers took over social media, TV, cinema and even the world around them. The takeover saw over 90,000 unique scans from packaging with 65% of visitors returning. All together teens spent over 1,400 hours engaging with the take-over, and played with an average of 6 filters. The campaign had a 10 times higher click through rate when compared to other digital channels.

List the results

- Sales increase up to 37% when compared to last year - Volume increase of more than 15% - 10 times higher click-through rate compared to Fanta’s other digital media - Over 10,000 filters created by 90,000 unique users - 65% of users came back for more - more than 1,400 hours of engagement - 40,000 competition entries - 66% of users aged 15-19 - 53% of female, 47% male