The brief was: how could Fanta switch from a junior consumer to late teenagers? And how could you do it through a competition?
We came up with a strategic ‘prize’ which was the Fanta Village, a branded Ibiza resort where you could spend a holiday with your friends and participate in the filming of a Fanta Reality show.
We also innovated the entry mechanics, including group entries, group scores, social media and digital apps with video games.
The concept of the TV ad was also ‘unconventional’, with friends being followed by their own shoes while trying to escape barefoot to the Fanta Village.
This was an example of how a promotion can be strategic and contribute towards brand re-positioning.
The project won several awards, including La Stella del Marketing, it was launched across 3 Countries and for 4 consecutive years.
Grey G2 (former Promotions Italia)