2015 Winners & Shortlists

Results and Effectiveness

Our activities resulted in unprecedented never seen before results. Fanta achieved: • +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 have managed to rapidly build a Twitter fan base of over 90K • More than 700K YouTube views • Engaged with more than 150,000 Arab teens through our on-ground tournaments • 35%+ of our total investment was generated through partnerships

Creative Execution

gaming teams & inspiring youth. Fanta orchestrated an Olympic-grade gaming setup, featuring professional live commentators for a multi-player & multiplatform first of its kind E-Sports experience. We used the occasion to conduct massive sampling involving half a million teens. Fanta engaged thousands at 12 large-scale events, and discovered more talent in 8 ME cities – with live TV coverage. New Fanta Masters represented their gaming communities, and left consumers energized for more. This was followed by a liquid & linked IMC, including TV, radio, & hundreds of impactful outdoor visuals. We also conducted gaming retail stores & in-mall activations, also utilizing our branded trucks. With Social hear, we leveraged real time updates across all platforms & built an engaged gaming community through: social games, gaming updates, weekly live-steam shows to challenge our Masters & win prizes.

Insights, Strategy and the Idea

Video gaming is one of the fastest growing teen industries in the world, with the Arab world growing at a faster pace. In line with its vision to bring more play & fun to the world, Fanta decided to engage and connect with Arab teens through an engaging platform that they relate to. Our audience pride themselves on being part of a community that provides them with thrilling experiences, supports their social fame & helps to inspire others. With this insightful opportunity, Fanta decided to embark on a gaming journey creating Fanta Masters of play (gaming) in our region to enhance the association between Fanta & gaming. The new platform was announced in a larger-than-life event in front of more than 35,000 participants.