Background

Recently consumption of carbonated drinks is declining in Korea. Especially teens have a relatively low brand love score compared to other age groups. So, Fanta needs STRONG Growth Momentum by “Teens recruitment”

Mission : TURN AROUND FANTA BY RECRUITING TEEN & RETAINING THEM VIA BUILDING BRAND LOVE

Fanta inspired teens to discover the playfulness in their daily routines by “deviate” from their triangle zone, turning them into social and extensive extreme experiences.

360VR contents production : Selecting teen’s Preferred contents that teens like and want to do the most. Top 4 contents were shoot with first-person view for maximizing reality – Wingsuit flying, Drift, Highline and Rope swing

And the limited production and sales of Fanta secondary package named ‘Fanta Transforming Box’ by Google cardboard based. Cut and folded package and turned into VR viewer easily. It led to spread Fanta 360VR experience.

- Jan. 2016 : Campaign planning

- Feb. : Shooting 360VR contents and development of Fanta Transforming Box

- Form mid of Apr. 2016 : Launching ‘Fanta, Play NOW’ – 360VR contents release

- Till end of Jun. 2016 : Fanta Transforming Box sales with e-commerce channel exclusive