2013 Winners & Shortlists

The Brief

To revive Fanta brand with the launch of the new taste, we wanted to give teens the best way to express themselves : playful craziness. We created a digital promotion on facebook inviting them to get crazy with Fanta to have fun and win iPads Minis loaded with funny games.

Describe how the promotion developed from concept to implementation

As a part of an integrated plan to launch Fanta New Taste, we created a digital contest on facebook where fans can share crazy pictures & videos. Each week, the most liked one would win an iPad with funny games. To get our target involved, we had to find a striking way to announce the promotion. And so, came the idea of creating the biggest and craziest flashmob in Morocco using Gangnam Style, the most popular teen song of all time.The event would become a viral video to inspire teens to get crazy and redirect them to the digital promotion.

Describe the success of the promotion with both client and consumer including some quantifiable results

This project had a great success among the consumer: - Great viral effect starting few hours after the event with dozens of videos shared by consumers on youtube, capturing the flashmob and starting the buzz - Huge viral success on the official video generating 800 000 views in less than 3 weeks, becoming the 3rd most popular moroccan digital ad - More than 1,2 million teens viewed and shared the video - Fanta fanpage had in only 1 month the fastest growing rate on fans in Morocco - Already thousands of teens liked, shared and took part in our promotion.

Explain why the method of promotion was most relevant to the product or service

To maximize brand appeal among teens, we gathered all the ingredients that could create an exclusive and genuine connection with them : - A promotion only on facebook, the n°1 teen connection point - iPad Minis as trendy & appealing prizes - Unexpected & outstanding event in the Morocco Mall, the trendiest teen gathering point - A song & choreography that already won all teen hearts - A flashmob loaded with teen passion points such as movies & videogame characters, street dancers, special guests such as Momo, the biggest Moroccan star for teens, and Psy look-alikes to share the product.