2012 Winners & Shortlists

Results and Effectiveness

The Live Event was seen by around 50,000 people. The video went viral, with over 250,000 views. And on Facebook we got 7,000 fans with almost 500,000 wall post views. But the most impressive results came from sales: The three months before the campaign launched, sales were down 12%. A month after launch – the decline had halted. Then sales began to climb and only three months later sales were up a staggering 7%. Fanta …..Had its fizz back.

Creative Execution

So how did we put back the fizz? We went outdoor and developed an incredible four minute 3D projection mapping event. The first of its kind in the region. But it wasn’t just anywhere outdoor – It was the most prestigious outdoor site possible. We projected it around the Dubai Fountain, at the base of the world’s tallest building, Burj Khalifa, to carry our message to a huge live audience. And we were guaranteed a full house by staging it at peak times when the fountain shows were on.

Insights, Strategy and the Idea

After 30 years, the major soft drink companies decided to increase their prices in the region by 50% A decision that had a bigger impact on fruit flavored soft drinks. And Fanta in particular. Naturally, consumers were stunned and sales began to slide. Volume sales were down 12% - Unprecedented in the brand’s history. In short - Fanta was losing its fizz. We needed to do something huge that would get people to fall in love with Fanta again