Category: Best Use of Mobile Devices
Advertiser: COCA-COLA
Product/Service: FANTA
Media Agency: STARCOM, Levallois-Perret , FRANCE
Media placement: Radio - NRJ, Fun Radio, Skyrock - Oct 26, 2011
Media placement: OOH - Insert, Carrefour Market - Nov 7, 2011
Media placement: Digital - Youtube, Deezer, Spotify - Nov 14, 2011
Media placement: Mobile - SFR - Nov 28, 2011
Insights, Strategy & the Idea
80% of teens have a mobile phone, 65%of them play games preinstalled on their devices, 40% of them use IM functions, but 100% of them use their mobile to call their friends.
Teens want to have fun and tricking their friends is probably one of the funniest way to have fun.
In the context of its communication platform "More Fanta, Less Serious", Fanta leveraged these insights to create a campaign that allowed teens to really have fun.
The objective was to turn a promotional stunt into a holistic brand experience.
Creative Execution
The idea was to create a mobile mechanism that allowed teens to trick their friends in a less serious way: Buy a can of Fanta and get access to a code that gives you a free call with a transformed voice.
The offline campaign with targeted OOH and a radio campaign was amplified through an innovative digital mechanism: A powerful "drive to store" campaign of geolocated SMS, in synergy with OOH, fed by a brand blog that replayed the best tricks done by Skyrock's radio hosts, seedings on blogs and broadcast on YouTube of a viral video explaining the mechanic of the campaign.
Results and Effectiveness
Biggest FMCG campaign of geolocated SMS of 2011 (223 000 SMS) and nearly 25% of the exposed have bought a Fanta following the reception of the SMS.
More than 1 400 000 videos viewed on YouTube.