Ambient media occupied the most frequented student touch points and had a convergent element that routed to the activation web platform: http://www.wohnen-fuer-zero.deWe addressed students at the university (campus or inhouse), dormitories and bars through posters/ announcements on notice boards and distribution of flyers. Additionally guerrilla run-over activities entered the dormitories on a personal level and brought samples along with the flyers.

Through guerrilla demonstrations at the campus we demanded “Fun & Living for Zero” and occupied the whole campus in a disruptive way. By using the style and tonality of students we delivered surprising impulses and a strong call to action.The distribution of the popular “student goodie bags” delivered additional reach combined with product experience and third level contacts.The whole ambient campaign was accompanied by additional, non-classical online and print contacts through editorial teasers, PR and advertorials.

Overall we achieved more than 860 million contacts which helped to improve the awareness of Fanta Zero about +10%. Sales increased about 17% and the image statement “favourite drink in category” rose about +50%.The involvement and feedback for the activation platform was tremendous and topped all former campaigns:- 4k highly involved application videos (Ix 2.150 versus average campaign)- 10k registered members at the web platform- Over 330k product experiencesInternally the campaign was so successful that other countries think about adapting the approach for their local market.