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Desription
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The role of media was to increase awareness and brand love, inform about the new product.
The idea was to replace mass media with more entertaining approach. We encouraged teens to create content for Fanta´s outdoor, digital, TV and social media campaigns and establish a strong emotional connection between the product and the consumer.
The main channels were influencers and TV3Play's "Dream Job" project. The project was communicated mostly on TV3's own channels - TV, radio, online and PR. TV3Play and Fanta´s search for new TV3Play video blogger motivated teens to produce Fanta themed videos on TV3Play hoping to win the „Dream Job“.
To launch Fanta´s new flavor we chose a broad channel mix (TV, outdoor, digital, social media, influencers) due to the need to speak to two different target groups at once: teens and mothers.
The campaign culminated with Fanta Fan Day in Forum Cinemas. Fanta brought together campaign influencers, Youtubers, Instagrammers, bloggers and their fans.
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