(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.