2014 Winners & Shortlists

The Brief

FanFanta is the new synonym for 'Play'. Priding themselves as on being the Ambassador of Fun in Egypt, Fanta orchestrated a fully fledged campaign, supported by a PS Gaming tournament. Fanta wanted to ensure their position as Ambassador of Fun is solidified to everyone. The campaign was spearheaded by a TV ad promoting the tournament. Moreover, a massive OOH network took over the country and Fanta's presence skyrocketed on all digital and social media channels. Radio copies in the PS lingo was also aired to support the activation. While popular comedian Ahmed El Garhy hosted the semifinals and final ceremony.

Describe how the promotion developed from concept to implementation

Hammering on the insight that 'play' in Egyptians' book means Football Playstation (PS), a challenging, competitive game that is popular and loved across all the different socioeconomic segments. We used this as the founding base for our monstrous nationwide PS gaming tournament that took the entire country by storm. Using traditional and non-traditional communication channels, Fanta and PS Gaming was soon refered to as a single entity. Over six months, 6,000 participants from ten different governorates competited for the grand prize: An all expense paid trip to Spain, to watch the Barcelona football team play for 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% in 2012

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

We created an integrated fully fledged campaign, along with a most memroable gaming tournament under the auspises of the Ambassador of Fun, or Fanta. Not a single PS lover was left unaware of Fanta's gaming tournament. Fun to our target is PS football gaming and this is precisely what we gave them: Fun, football, challenges and prizes.