LAUNCHING 5 NEW FLAVOURS
When Fanta wanted to introduce 5 new flavours onto the Australian market, they briefed us to create excitement around mixing.
The challenge from Fanta to us was:
- Inspire real-world mixing of the new flavours
- Encourage sharing and participation
- Drive trial, repeat purchase and increase single transaction value
However, the end result of actually mixing the flavours, whilst delicious, left you with an uninspiring brownish liquid. Not something that lends itself to posting on Facebook, Instagram or any other social network.
It just wasn't cool enough...
THE FLAVOUR LAB
For our creative solution, we took inspiration from the teen behaviour of mashups; teens mash themselves, music and mobile gaming. Guided by our cartoon heroes, The Flavour Lab was a series of app-based challenges allowing teens to mix up parts of their life (Music, Photos and Gaming), with the new flavours.
The campaign included a experiential laboratory complete with Kinect Game and OOH advertising across Australia. As a sticky hub, a facebook app kept users in tune with the campaign with tools to create unique Fanta pack designs, accumulate points and earn rewards.
INTERACTIVE MIXING
During the concept phase we proposed extending the mobile app to a shopping centre activation. By incorporating the use of Microsoft Kinect technology, mixing flavours took on a whole new dimension.
DRIVING SALES
Two mechanics were built into the campaign to drive sales. Firstly, users were rewarded with tokens for engaging, which could be traded for entries to win weekly prizes.
Secondly, using augmented reality, players could scan the bottles of each of the new flavours they purchased to earn tokens and unlock content within the games.
Both metrics gave us real-time insights as to how the campaign was performing across different locations.
RESULTS
- 95,000 app downloads (iOS & Android)
- 20,000,000 brand impressions on Facebook
- 11% ($5.3M) increase in sales during the promotional period
