Fanta DM FANTA by Momentum Madrid

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FANTA

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Industry Soft Drinks
Media Direct marketing
Market Spain
Agency Momentum Madrid
Released August 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: FANTA
Product/Service: SOFT DRINK
Agency: MOMENTUM WORLDWIDE SPAIN
Date of First Appearance: Aug 24 2010
Entrant Company: MOMENTUM WORLDWIDE SPAIN, Madrid, SPAIN
Entry URL: https://www.cocacola.es/
Creative Executive Account: Raul Perez (Momentum)
Arte: Alberto Gonzalez (Momentum)
Account Manager: Elsa Sanchez (Momentum)
Account Executive: Isabel Bergasa (Momentum)
Account Executive: Africa Mateos (Momentum)
Media placement: TV - TUENTI, GOOGLE, FACEBOOK - 24 AGOSTO

Describe the brief/objective of the direct campaign.
In 2010 Fanta decided to target the youth segment once again by offering them a concept focused entirely on their interests with the Robertus Fanta campaign. The campaign launched the message “you can actually earn a living doing what you enjoy most”.
We start off from the premise that it is currently very difficult for Spanish youngsters to enter the work force, especially owing to the worldwide crisis and due to the “rules established” in the corporate world.
With the Robertus campaign, Fanta aims at opening their eyes to a new perspective, a perspective that goes beyond everything "official"

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The campaign’s objective is to introduce Fanta into youth environments: sports, music, leisure, social networks, etc. and to do so in a fun, up-beat way.
In order to convey the new philosophy that “you can earn a living doing what you enjoy most" we have supported it with these unofficial, yet highly potential professions via a promotional campaign which allowed the previously selected winners to live a unique experience, teaching them all about their professions they liked most, hand in hand with experienced teachers.
The Robertus campaign managed to open the winner’s eyes and, while guided by their teachers.

Explain why the creative execution was relevant to the product or service.
The campaign’s objective is to introduce Fanta into youth environments: sports, music, leisure, social networks, etc. and to do so in a fun, up-beat way.
In order to convey the new philosophy that “you can earn a living doing what you enjoy most" we have supported it with these unofficial, yet highly potential professions via a promotional campaign which allowed the previously selected winners to live a unique experience, teaching them all about their professions they liked most, hand in hand with experienced teachers.
The Robertus campaign managed to open the winners eyes and, while guided by their teachers.
To generate awareness we had online banners, a website and a tv Spot. In the spot had a call to action to visit the site and to find out more info

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Videos 14650
Over 250 appearances in the Media 5 of the participants were hired by companies in the scholarship Market.