Cannes Lions

FANTA IRRESISTIBLE

STARCOM MEDIAVEST GROUP, Mexico / COCA-COLA / 2013

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Overview

Entries

Credits

Overview

Execution

First, Fanta offered online games, using the Fanta animated ad characters everywhere teens might interact with the brand, such as the website and Facebook page. Secondly, the team created a Facebook App called 'Irresistible Amigos' that allowed fans to reward their friends with badges that recognized them for their style, music taste and knowledge. Third, the team expanded a seasonal Facebook App that allowed teens to celebrate Halloween Fanta-style. The App allowed users to disguise their pages with images of the costumed Fanta characters — zombies, witches and vampires —who then 'bewitched' their profile pages.

And the capstone was the first-ever Fanta Irresistible Awards, a live music awards program that allowed teens to vote for their favorite musical artists. The awards were live-streamed and promoted all over Fanta properties, including Facebook, Twitter, the home website and, for the first time in Mexico, in the YouTube homepage masthead!.

Outcome

The brand growth in all the ways: 8 points of Brand Awareness, 5 points of Favorite Brand for teens, 14 points of Brand association and 8 points of buying intent.

There was a 20% CTR on video game banners, with close to 92,000 Halloween experiences downloaded. Over 3 million people tuned into the live Irresistible Awards through Fanta’s digital properties. That means 109,848 hours of brand exposure and 3,873 hours of brand interaction. Over 88,000 also voted during the awards, reason why the Facebook fan base grew by 40% from the previous year becoming the number one Fanta Facebook page.

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