Fanta Shokata Качуровская Диана
This work
in other
nominations
Video
Task
Task: reach teens with relevant communication of new Fanta Shokata product Goal: enhance teens engagement and love for Fanta with our activation that overturns their routine
Ideas and solutions
Solution: Fanta Shokata is the product that came to make the flip. So we have made the concept based on the product — use the same “overturning” digital formats. Not a short pre-roll, but the long 2,5 minutes video for promo that our audience have watched till the end, watched it again and again, even searched for it on purpose. We have proved that the timing is not the main thing, what is more important is to grab viewers’ attention. The average watching time of our OLV — 1:39 minutes (lots of time with brand!). Not a commercial, but a real movie-trailer. We have created the content with a pop-cultural background, being inspired by the iconic movie “Fight Club”. In which the main hero is planning to overturn the whole system as well as our hero is planning to overturn his routine. We have hidden cultural “easter eggs” (like Fanta mouth as Tyler hero) that users searched for. Not just a certain celebrity, but the ambassador that overturns the routine in his real life. Slava KPSS — the hero who overturned the rap-game and overturned perception through his variety of images. He is known as Valentin Dyadka, Gnoyniy, Sonya Marmeladova, etc. What else have we done here? Have created memes instead of banners as promo of our OLV Have made exclusive music track by Slava KPSS and dropped it as all the users wanted Have shown 9 drinking shots with Shokata, but no one has blamed us for so much time with the product Everybody was fantanized: 22 millions of views 11 millions of unique users 623 thousand hours of watch time 43 thousand likes (like ratio 94%) 5,42% EROV organic views engagement 0,20% ERV total views engagement (higher than some popular commercials have!) “Best in class” and “High Average” by Google: Ad Recall, Favorability, Purchase Intent The highest “LOVE” rate for the brand by teens within last 3 years X2 growth of TA consumption during promo period
