Fanta White Label

Using the brand’s essence to build an interactive relationship with young consumers, by allowing them to have moments of creativity with the logo.

The Challenge

The Fanta label went white, allowing teens to redesign it on products, social media, and a dedicated website. The challenge was to announce the competition and encourage consumers to participate.

Our Solution

Cross-media integration was important and the role of OOH within this was crucial.

To target teens during the awareness phase, we used two key Out-of-Home networks: Cineposter and The Cards Exclusive. And in order to enhance their inspiration, the cards represented the Fanta label designed by the well-known designer VEXX.

For the contest revealing phase, proximity to the winner was key. That’s why Out-of-Home was the most appropriate medium to thank the winners and make them a star in their neighborhood.

We also offered the back of a bus on a line close to the winners’ school. This was supported by a mobile poster, coupled with Fanta sampling, in the closest winner’s neighborhood, all wearing the winning design to glorify it at the max. Pictures of these OOH displays popped up on the social media feeds of the participants.

The added value of the media mix was its ability to deliver a specific message to the different target audiences, to keep the action vibrant during 11 weeks and to deliver the result (real design, high engagement, true reconnection with teens)

Results

1.700 people sent in a White Label design. This resulted in further conversations on the user-generated designs across various platforms. On Facebook, the engagement rate (likes, comments, shares) clocked a solid 5.8%.

On Instagram, an aspiration platform for creativity, the engagement rate was a huge 18.5%!

The campaign also achieved an Amma Awards nomination for Best Media Strategy.

Previous Case Study
Belfius – Direct Mobile
Next Case Study
The National Lottery
Back To Case Studies