WE WANT FANTA UVA by Havas Media Santiago for Fanta

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WE WANT FANTA UVA

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Industry Soft Drinks
Media Promo & PR, Case study
Market Chile
Agency Havas Media Santiago
Released June 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: THE COCA-COLA COMPANY
Product/Service: FANTA UVA
Agency: HAVAS MEDIA CHILE
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: HAVAS MEDIA CHILE, Santiago, CHILE
Entry URL: http://www.facebook.com/group.php?gid=40594470512&ref=search&sid=1153872493.3261797804..1
Managing Director: Gonzalo Parra (Havas Digital Chile)
Managing Director: Osvaldo Pavéz (Media Contacts Chile)
Brand Manager: Matías Infante (The Coca-Cola Company Chile)
Media placement: Internet - Facebook - 01/06/2009

Results and Effectiveness
By going viral, we empowered consumers, gave them a voice, let them into Coca-Cola’s decision-making process and more importantly – launched Fanta Uva! We created a powerful viral effect among Facebook users that was picked up in major press both on and offline. We far surpassed our goal of generating 6,000 Fanta friends by 900%, with +63,000 at any point during the campaign. When Pepsi’s Music Festival went online, they only rallied 2,400. In a matter of months, 3,000 posts discussed the product, flavour and of its arrival. More than 1m Chilean Internet users were invited to join our group.

Creative Execution
Since youths are connected 24/7, to start a flavour revolution, we seeded Fanta into the social media movement to persuade Coca-Cola to bring Fanta Uva to Chile. We created a Facebook Fanta group moderated by three representatives from different sectors of the target: girls/boys in school who speak the “language” of today’s youth– and who pushed conversations towards flavour choice. Communication ran like a script on a strategically placed timeline, continually evolving and inviting friends to join the conversation with motivating messages and hidden objectives. We inserted “fans” into the group who casually mentioned that they “heard” Coca-Cola was willing to consider adding Uva to the Fanta line-up if 6,000 people showed interest. In just two weeks, Coca-Cola decided to launch Uva! To reward our flavour-seeking friends, we used the power of social sites and posted product designs and TV creative prior to launch to drive additional buzz.

Insights, Strategy & the Idea
Fanta Uva, Don’t you wanna Fanta Uva? The people of Chile certainly did! Full of flavour and fun, Coke’s line of carbonated fruit beverages is enjoyed in 190 countries around the world in a variety of flavours.

Fanta Uva (aka grape) is a favoured flavour, but it wasn’t sold in Chile. Our challenge was to generate excitement around Uva – a product Chilean consumers couldn’t even buy – and let their voices be heard in order to convince Coca-Cola that they did indeed want their Fanta Uva! An added challenge? With a minuscule budget of $3,000 we needed to think outside the can to improve reach and favorability. Youths 12-18 prefer Fanta and are heavily connected through digital media. Since Chile has the highest penetration of social networking in LATAM, a viral marketing campaign rallied the troops and encouraged them to join the cause to bring Fanta Uva to Chile.