Advertiser: COCA-COLA ITALIA
Agency: STARCOM MEDIAVEST GROUP
Category: Best Use of Branded Content & Sponsorship
Media Director: Elena Bianchi (Starcom)
General Manager: Giuseppe Mayer (Ambito 5)
Marketing Activation Manager: Patrick Simoni (Coca-Cola Italia)
Digital Special Project Manager: Roberta Zamboni (Starcom)
Strategy Director: Alessio Fattore (Starcom)
Media Supervisor: Silvia Bolandrina (Starcom)
Execution
We quickly realized that Amici’s entertainment value existed entirely on television and without a viable online presence, Fanta could create and own the online Amici experience. Everything Amici on Facebook now went through Fanta’s Facebook area and gave fans of the show a chance to control not only who was cast in the upcoming season of the show the plot itself through a Fanta Amici casting call. Fans could focus on their favorite idols in the Fanta Room webisodes and get the real behind the scenes story. We also created an Amici/Fanta Facebook game that gave fans a chance to win front-row seats at the live Amici Final Show in Verona. Fans’ daily conversations were developed with Fanta photos, comics and challenges and other daily updates.
Effectiveness
Fanta’s partnership with Amici proved to be a hit with fans, increasing Fanta’s Facebook fans by 223%, an average 10% PTA (People talking about) on total fans, reaching the 60% of 13-17 y.o. teens. And they showed their appreciation for Fanta by increasing frequency by 1.8% and increasing Fanta’s market share by 2% as the orangeade category fell 0.7%. In fact, Fanta’s market share among all carbonated drinks increased 0.1% -- incredible for a beverage from a category in decline.
Strategy
With the entire category under pressure from a lack of innovation, Fanta needed to find a way to increase consumption with its core audience: Teens. It’s been identified that Break Time (between their after-school work and house duties) is when they’re able to let loose and have fun. It’s only during this time that they can universally express themselves. It’s their time, and a brand like Fanta can’t just come in and take that from them. We created the “Fanta BreakTime” to make sure they could take advantage of every free minute of time and do everything that they want to do. Partnering with teens’ favorite breaktime program, the TV talent showcase and competition show, Amici, we were not only able to create a real-time space for teens to connect with friends but also a new opportunity for the program.