FUN AND LIVING FOR ZERO by Mediacom Duesseldorf for Fanta

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FUN AND LIVING FOR ZERO

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Industry Soft Drinks
Media Promo & PR, Case study
Market Germany
Agency Mediacom Duesseldorf
Released March 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: THE COCA-COLA COMPANY
Product/Service: FANTA ZERO
Date of First Appearance: Mar 16 2009 12:00AM
Entrant Company: MEDIACOM GERMANY, Düsseldorf, GERMANY
Entry URL: http://www.wohnen-fuer-zero.de
Senior Media Manager: Michael Marzahn (The Coca-Cola Company)
Media Manager: Alexandra Lüdicke (The Coca-Cola Company)
Group Head: Stefanie Hartstern (MediaCom)
Buying Special Contractor: Thorsten Hornscheidt (Magic Poster)
Buying Special Contractor: Holger Walsch (Magic Poster)
Creative Senior Account Manager: Jenny Rook (McCann Erickson)
Media placement: Flyer distribution - Student bars, campus & dormitories - 16/03/2009
Media placement: Poster/ Announcement (A4) at notice boards - Campus & dormitories of top 130 university cities - 16/03/2009
Media placement: Guerilla Demonstration - Demonstration at the campus of top 30 German universities - 23/03/2009
Media placement: Guerilla Ran Over & Sampling - Ran Over & sampling through promoters at dormitories of top 10 German university - 23/03/2009
Media placement: Student Goodie Bag (Branding & Sampling) - Distribution of 250k bags at universities - 04/05/2009
Media placement: Social media network “StudiVZ” - Own profile - 16/03/2009
Media placement: Student websites - (Editorial) teaser & ads - 16/03/2009
Media placement: Student Magazine - Special formats & PR - 31/03/2009

Results and Effectiveness
Overall we achieved more than 860 million contacts which helped to improve the awareness of Fanta Zero about +10%. Sales increased about 17% and the image statement “favourite drink in category” rose about +50%. The involvement and feedback for the activation platform was tremendous and topped all former campaigns: - 4k highly involved application videos (Ix 2.150 versus average campaign) - 10k registered members at the web platform - Over 330k product experiences Internally the campaign was so successful that other countries think about adapting the approach for their local market.

Creative Execution

Ambient media occupied the most frequented student touch points and had a convergent element that routed to the activation web platform: http://www.wohnen-fuer-zero.de We addressed students at the university (campus or inhouse), dormitories and bars through posters/ announcements on notice boards and distribution of flyers. Additionally guerrilla run-over activities entered the dormitories on a personal level and brought samples along with the flyers. Through guerrilla demonstrations at the campus we demanded “Fun & Living for Zero” and occupied the whole campus in a disruptive way. By using the style and tonality of students we delivered surprising impulses and a strong call to action. The distribution of the popular “student goodie bags” delivered additional reach combined with product experience and third level contacts. The whole ambient campaign was accompanied by additional, non-classical online and print contacts through editorial teasers, PR and advertorials.

Insights, Strategy & the Idea
The line extension Fanta Zero addresses consumers who still want to enjoy the full taste of Fanta, but are at an age and life stage where they want to differentiate from their childhood. These “Young Starting Outs” want the full taste of their youth but at a more adult level - without calories. To meet the needs of our target communication we had to: - Create a link with the fun image of Fanta - play on the youth aspects, AND - Communicate the product RTB, zero sugar - meet the need of a more grown-up consumer As an answer we developed a playful and RTB supporting platform, focusing and activating the biggest part of the “Young Starting Outs”, the students. “Fun & Living for Zero” offered the winner one year’s paid rent for the funniest and most creative application. To maximise impact and awareness we focused on surprising communication tools, disruptive activities and not on classical ads.