2015 Winners & Shortlists

THE FANTA MASTERS

Bronze

Case Film

Presentation Board

BrandFANTA
Product/ServiceFANTA
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
CategoryFast Moving Consumer Goods
Entrant Company FP7/DXB Dubai, UNITED ARAB EMIRATES
Advertising Agency FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Agency UM MENA Dubai, UNITED ARAB EMIRATES

Results and Effectiveness

(1) Half a million samples (2) Brand Love: +55% (3) Product Consideration: +53% (4) Weekly Consumption: +71% (5) Refreshing attributes: +214% (6) Great Taste attributes: +69% (7) Growth for Fanta in the soft drinks category: +20% (8) Growth for Fanta in the fruit flavors segment: +13% (9) Facebook fans increased from 130,000 to 530,000 (10) Twitter followers increased to 100,000 in just a few weeks, an excellent achievement when compared with the benchmark of 200,000 followers on Coca-Cola’s global gaming Twitter

Creative Execution

We created a series of Fanta branded tournaments across the region to recognize and celebrate teen gamers. A series of entertaining films and trans-media campaigns invited teens by showcasing the skills needed to be a Fanta Master. We forged content partnerships with the best gaming brands in the region. And as the tournaments kicked off in Olympic-like grand arenas at key events and locations across MENA, we engaged tens of thousands of teens; as they tested their gaming skills against each other developing more talents, crowning new masters. We invited celebrity gamers and influencers, such as a Sheikh from the ruling family who sponsored the One Million Dirham tournament, costing Fanta ZERO dollars. For the first time in the region, a platform from another brand was integrated into McDonalds’ menu as we created a meal called The Gamer’s Meal that became one of the hottest selling items on the menu.

Insights, Strategy and the Idea

Fanta needed to own a meaningful on-ground, real world platform based on untapped teen relevant insights. In the region, with temperatures exceeding 45 degree Centigrade for 9 months of the year, teens are restricted to find opportunities for play in indoor activities and entertainment. This coupled with teens’ need for adrenaline and to express themselves in competitive environment, has led to GAMING becoming a major passion point in the culture, as well as a legitimate and popular sport amongst teens. So, to engage and recruit Arab teens via a meaningful, sustainable and distinctive platform that’d last all year long vs. one-off branded activations, Fanta owned GAMING to CREATE MORE PLAY IN THE MIDDLE EAST. We created FANTA MASTERS: A unique, first-of-its-kind gaming platform across MENA for teens. Multi-player. Multi-platform. Multi-cities.

Credits

Name Company Role
Tahaab Rais FP7/DXB Head Of Strategic Planning And Insights
Tarek Ali Ahmad FP7/DXB General Manager Business Unit
Maroun Bakhos FP7/DXB Account Director
Sameer Islam FP7/DXB Senior Strategic Planner
Sana Omran FP7/DXB Account Manager
Tolga Cebe Coca-Cola Regional Marketing Manager
Tarun Sabhlok Coca-Cola Marketing Manager
Sharat Mohanchandran Coca-Cola Brand Manager
Alaa Demachkie FP7/DXB Associate Creative Director
Steve De Lange FP7/DXB Associate Creative Director
Antoine Challita UM Dubai Regional Business Director
Jad Daou UM Dubai Media Manager
Khaldoun Zaghir UM Dubai Head Of Social
Tony Sarkis UM Dubai Senior Media Planner
Kareem Zachariah/Farah Ibrahim UM Dubai Community Manager/Media Executive
Ashraf Mohammedunny And Aurangzaib Zafar FP7/DXB Editors And Motion Artists
Shady Younes/Toufic Tabbal Director/Dop
Rez Visual/Ben Hebri Grading
Sebastien Leclercq/Caustik Online Editing/Vfx
Dolly Saidy/Layal Ashi MINT MENA Production Consultant/Senior Producer
MINT MENA Additional company
Paul Banham FP7/DXB Executive Creative Director