Fanta: FANTA IRRESISTIBLE

Credits & Description:

Advertiser: THE COCA-COLA COMPANY
Agency: STARCOM MEDIAVEST GROUP
Category: Best Use of Branded Content & Sponsorship
Advertising campaign: FANTA IRRESISTIBLE
Art Director: Adrian Ramirez (LiquidThread)
Digital Marketing Coordinator: Dalia Sanchez (The Coca-Cola Company)
Digital Producer: Fernanda Tirado (LiquidThread)
Digital Media Director: Jorge Rocha (Starcom MediaVest Group)
Digital Media Planner: Ignacio Olea (Starcom MediaVest Group)
Digital Marketing Director: Mayra Hara (The Coca-Cola Company)
Creative Content Director: Omar Fabian (LiquidThread)
Effectiveness
The brand growth in all the ways: 8 points of Brand Awareness, 5 points of Favorite Brand for teens, 14 points of Brand association and 8 points of buying intent.There was a 20% CTR on video game banners, with close to 92,000 Halloween experiences downloaded. Over 3 million people tuned into the live Irresistible Awards through Fanta’s digital properties. That means 109,848 hours of brand exposure and 3,873 hours of brand interaction. Over 88,000 also voted during the awards, reason why the Facebook fan base grew by 40% from the previous year becoming the number one Fanta Facebook page.
Execution
First, Fanta offered online games, using the Fanta animated ad characters everywhere teens might interact with the brand, such as the website and Facebook page. Secondly, the team created a Facebook App called 'Irresistible Amigos' that allowed fans to reward their friends with badges that recognized them for their style, music taste and knowledge. Third, the team expanded a seasonal Facebook App that allowed teens to celebrate Halloween Fanta-style. The App allowed users to disguise their pages with images of the costumed Fanta characters — zombies, witches and vampires —who then 'bewitched' their profile pages.And the capstone was the first-ever Fanta Irresistible Awards, a live music awards program that allowed teens to vote for their favorite musical artists. The awards were live-streamed and promoted all over Fanta properties, including Facebook, Twitter, the home website and, for the first time in Mexico, in the YouTube homepage masthead!.
Strategy
Once the orange soda of choice in dozens of countries worldwide, Fanta started to see its market share becoming a bit flat – in Mexico specifically. Energetic, young people were not reaching for the orange treat when it came time to choose a beverage. We wanted teenagers to find our taste so irresistible that they wouldn’t want to drink anything else so gradually through our digital efforts over 2011, Fanta’s popularity rose and our target became more and more likely to purchase the product. So how could we keep that momentum and end 2012 at the top of the shelf? We asked ourselves, what do teenagers find irresistible? The answer is friends, music and games — the three ingredients central to teens’ idea of fun. So we set out to create an online candy land of social activations, live music extravaganzas and entertaining animated characters – sure to match the bubbly nature of our product.