2015 Winners & Shortlists

Results and Effectiveness

• +14% volume growth vs. PY • Expanding the segment share from 6 to 7% • Our Brand Love Score index increased by 50% • +61% increase in Trial • Favorite brand KBIs increased by 3% • Over achieved our Facebook fans target by 88% • Within the activity time frame we manage to rapidly build a Twitter fan base of +90K • More than 700K YouTube views • High engagement rates on FB (6%) & Twitter (5.1% - 3.6% over benchmark)

Creative Execution

Staying true to our Social @Heart strategy, all communication started on our social platforms and branched out to multiple media touch points. With a strong content strategy at hand we continuously provided our fans with relevant content at the relevant time – real time updates of our on-ground activities, on-ground activations that link back to our social platforms for voting and a chance to win prizes. On-ground activations were carefully created to live on social where fans can create content of their own utilizing our hashtags & our social platforms. During times where we did not have any on-ground activities, we kept our fans engaged through curating social games to suit the taste of our fans while continuously providing them with incentives to participate. Moreover, we also targeted them with live streamed content on the #1 gaming social platform – Twitch TV. A Fanta Masters weekly online show where consumers could challenge our Fanta Masters & get a chance to win prizes.

Insights, Strategy and the Idea

One of the fastest growing teen industries in the world, video gaming has been recording vast growth across the Arab world. In alignment with Fanta’s vision to spread more play & fun to the world, Fanta decided to adopt this specific platform, to communicate with the teens on a level they can truly relate to & engage in. Our audience pride themselves on being part of a community that provides them with thrilling experiences that allow them to distinguish themselves & inspire others To capitalize on this insight, Fanta launched Fanta Masters experience in our region. By doing that, Fanta would further enhance the relation between Fanta & gaming. Knowing our target audience is socially driven, we decided to capitalize our communication on Fanta’s social assets through targeting the relevant audience – gamers.