Home of the ringtone generator was our website fanta.de where we offered a cool tool. Teens could compose their individual foreign culture influenced mobile sound, perfectly fitting the Fanta World flavour. To support and generate further relevance we built strong alliances with a) Germany’s most popular teen magazine “Bravo” and b) with the biggest ringtone provider: “Vodafone live”. Additionally we generated reach with print, window screen ads in trams and an online campaign.

The ringtone generator created strong involvement (increase of stickiness at our website), high interest (significant increase of impressions) and enormous viral effects. We could measure an increase of image statements within our brand equity tracking. In terms of sales the trials of the first World flavour were above all benchmarks.