2014 Winners & Shortlists

The Brief

Fanta is the new synonym for 'Play'. Priding themselves as on being the Ambassador of Fun in Egypt, Fanta orchestrated a large scale PS football tournament across ten governorates to ensure their position as Ambassador of Fun is solidified and known to their target and potential target audience. Fanta wanted to create the biggest on ground activation related to PS gaming in Egypt. This PS gaming fest was supported by a series of TV ads, OOH network, radio ads and heavy presence on social media.

Describe how the promotion developed from concept to implementation

it was concluded that 'play' in Egyptians' book means Football Playstation. This was used as the founding base for our nationwide PS gaming tournament. Up and coming comedian Ahmed El Garhy monitored the updates of the tournament, namely during the semifinals and of course the finals. Our Fanta-PS extravanganza; music, confetti, trophies and Fanta cans for all, took the country by storm. It was a most memorable day. The winner won a massive trophy, along with the grand prize: An all expense paid trip to Spain, to watch the Barcelona football team play for the winner and two friends.

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

1. More than 25,000 Facebook fans 2. More than 1,000,000 views on YouTube 3. 6,000+ participants played 5,500+ matches in 109 locations in 10 governorates 4. 125,000 cans were sampled 5. Daily drinkers (5%) was decreasing by 1 in November 2012, yet increased by 1 in November 1 versus our competition, Mirinda KPIs: 1. Makes the Moment more Fun: Fanta at 45.2% and Mirinda at 37.2% vs. Fanta at 33.8% vs Mirinda at 26.3% 2. Makes you Play on: Fanta at 40.7% and Mirinda at 32.5% vs. Fanta at 29.5% and Mirinda at 32.5%

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

We created a large scale gaming tournament under the auspises of the Ambassador of Fun, or Fanta. Fun to our target is PS football gaming and this is precisely what we gave them: Fun, football, challenges and prizes. This tournament spanned over a period of six consecutive months.