Campaign Summary

Fanta integrated an interactive digital and OOH experience for its campaign to unveil new flavors.

Strategy

Objective

Fanta is a popular flavored carbonated soft drink in the Turkish market. However, due to the pandemic, The Coca-Cola Company observed a slowdown in year-over-year growth rates compared to other categories such as iced teas and energy drinks. To address this challenge, Fanta needed to innovate its product strategy by creating excitement through authentic tastes while maintaining Fanta's playful persona. With a successful variant campaign mechanism, Fanta sought to keep its brand salience scores at an optimal level, drive brand engagement, and — through linking the product launch to the promotional mechanism — enable first-party data acquisition and promotional redemption.

Context

"What the Fanta (WTF) Fabulous Flavor Hunt" was the second run of the WTF campaign in Turkey. The previous campaign's success was based on creating brand excitement and helping to boost brand playfulness, innovation, and brand score. The WTF 2.0 campaign was improved by implementing more engaging digital-first activation, leveraging influencers, and enabling engaging experiences by prioritizing the sensorial triggers in multiple touchpoints.

Target Audience

Fanta's goal was to reach approximately five million generation Z consumers in Turkey who drank Fanta at least once a month and shared its playful spirit. This audience was characterized by their "live in the moment" mindset, seeking fun and play in their daily lives. They craved authentic experiences that stimulated their senses and enriched their lives.

Creative and Media Strategy

Fanta's communication strategy was centered around a "flavor hunt" linked to a promotional mechanism, designed to appeal to the playful spirit of generation Z consumers. The company invited them to participate in an activity to guess the mysterious flavors of new Fanta product variants. To leverage the flavor hunt, Fanta created a multisensorial experience to enable a "storyliving" rather than storytelling approach. Through the sensorial triggers, carefully embedded social media, ambient OOH, online display, and influencer activations, Fanta aimed to create a more immersive and engaging experience to get consumers excited about the flavor hunt.

Execution/Use of Media

The campaign was planned around a digital lens with engagement elements that connected the OOH experience to the digital world. Employing several; key tactics, Fanta's WTF Fabulous Flavor Hunt:

• Positioned social media as the primary channel for the relaunch campaign. Fanta strategically emphasized digital music and gaming platforms, tapping into their sizable young audience to unveil clues about the WTF flavors.
• Drove engagement through the Daha Daha app. Fanta encouraged consumers to make guesses and win exclusive gifts.
• Curated an OOH experience at Kanyon. Fanta shared clues presented through a multisensory physical experience at a shopping mall.
• Leveraged four dynamic teams. Fanta heightened the campaign's excitement across social media platforms, particularly among the youth demographic.
• Created a grand reveal at Kanyon. Fanta influencer teams revealed its secret ingredients at a shopping mall and shared them on social platforms.

Business Impact

As a result of the campaign, Fanta:

• Reached 92 percent of its target audience
• Increased engagement by 17 percent
• Achieved an engagement rate of 7 percent from organic interactions with influencers, surpassing Fanta's record
• Prompted over 60,000 organic downloads
• Attracted over 52,000 flavor guesses
• Generated a 94 percent conversion rate