Increase consumption in a declining category focusing on a new source of volume growth – older teens in Australia, an audience who believe they’ve outgrown the brand.
• Increase teen consumption +3pts
• Build FANTA’s credentials as a fun & innovative brand +3pts
• Support the launch of Fanta’s new Jelly Fizz range.
We faced a real challenge. Older teens felt FANTA was exclusively for younger kids and were less inclined to consume it in social settings. Indeed the definition of ‘fun’ changes rapidly every year of a teenager’s life, so we needed to redefine the brand in their minds to earn credibility.
To engage older teens The Coca-Cola Company delivered a new global brand campaign “Fanta is so good, it sells itself. No marketers needed’. Their ads featured a new ‘Fanta marketing team’ – a group of teens who, with the help of a corporate marketing representative, built a campaign to re-engage older teens.
The sentiment was right, but it lacked authenticity; if there’s one thing we know about Aussie teens (brought up with a #nofilter view on the world) it’s you can’t fake authenticity.
So we invited teens into the office for regular sessions to begin to understand what mattered to them.
This intensely close working relationship gave us a genuine window into their lives, uncovering insights, small and large, that would never be derived by sifting through indices in Roy Morgan.
The key insight that arose from this workshop was that we needed to invite more than teens to co-create with Fanta if we were to earn credibility – the brand alone was not enough.
They told us that we needed to co-create with: the people they admire THROUGH the brands that they love ON the platforms they engage with = a full sphere of teen influence.
Knowing nothing could be faked, our connections strategy was to genuinely co-create the marketing campaign with teens, reflecting the product truth of creating ‘sensory experiences’ together.
The strategy was twofold:
Plan the campaign with teens rather than for them through a series of fun workshops in the agency.
Empower teens (and their influencers) to physically co-create the communication with us through interactive connection points.
We embraced the challenge and put our money where the Fanta goes working with a wide array of influential partners brave enough to live our co-creation strategy.
The brief was this: hand over your brand, or platform and let Australian teens unleash their creativity.
Full access must be granted.
Not only did we need authenticity, we knew to connect with teens, a mobile first solution was the ticket to their hearts and minds – so we put our campaign into one hand, so they could still grab a Fanta with the other one.
Fanta.com.au acted as the central hub of our campaign where teens could showcase their creative flair.
In a world first, mobile social application Snapchat allowed Australian teens to create a branded FANTA lens on our mobile hub, created themselves, which ran for a full weekend and was used over 3.2 million times (not bad given there’s only 1.9M teens in Australia)!
We gave teens their very first customisable mobile ad in the form of a Playground XYZ skin. They could edit the ad served to them choosing from over 50 backgrounds and stickers delivering an engagement rate of well above the industry average at 0.76%.
We then used our hub to inspire teens to use their mobiles, to create mobile billboards in the form of teen designed surf boards, yoga mats and skate boards. Designed on the go, created by Fanta with 75 of the best produced and distributed to teenagers around Australia.
Finally user generated mobile designed OOH executions were created which were then pushed out through large formats in teen filled shopping centre around the country to hero their creativity.
Ogilvy (Creative Agency)
Maverick (Experiential Agency)
Satellite (Digital Agency)
Society (Social Agency)
One Green Bean (PR)