Best Integrated Campaign
Coca-Cola South Pacific
The re-launch of one of Australia’s best known brands was an opportunity to move away from tweens and parents to teens aged 16 to 19. The objective was to increase consumption and up the brand’s reputation to one of fun and innovation.
UM worked with an array of influential partners brave enough to hand over their brand and open their doors to teen co-creation. Fanta.com.au was the home of this integrated campaign and the central hub where teens showcased their creative flair. Local influencers launched Jelly Fizz through social video. Snapchat let Australian teens create a branded Fanta lens which was used over 3.2 million times.
Seventy five teens were given skateboards, yoga mats and surfboards they had designed, sharing these in social channels. The agency worked with I Scream Nails in Melbourne to develop Fanta-inspired nail designs with tutorials. OOH was used for mass reach close to point of purchase and teens were invited to play/create via interactive panels and a user-designed mural. At a live Sydney event – The Big Shake Up – teens co-created with Fanta and key partners in person, making a mural and designing custom surfboards to take home; shared on Fanta-owned social channels.
The 12-week campaign created the most visited site in Coca-Cola’s history, with 292,000 teen visits and an average dwell time of 1.5 mins. There were 11,841 creations.
The Snapchat lens reached 65% of all Australian users; 6000 designs were created with Disrupt and I Scream Nails; and all key brand metrics increased over the campaign. Teen consumption rose +4 points; and Fanta seen as a ‘fun brand’ was up +3 points for the period. Value sales for Fanta were +2.7%, reversing a – 6.9% growth rate to 14/5/2017.
Jelly Fizz sold at three times the rate of a typical flavour and four times the rate of normal Fanta Orange – the best sales growth in three years.
"Faced with a tough audience to connect with this campaign’s strategy was authenticity and creativity, ensuring audience engagement and great results. The entry was well written and the strength of the idea drove the campaign – making it an obvious choice for Gold."