Describe the creative idea
Role of brand is “Unleash playfulness”
Teens do not watch television, yet they crave excitement; they desire to be entertained. With such desire submerged under their entrapment in the triangle zone, teens are likely to be attracted to adventurous and instantly approachable contents. Fanta will serve as the content, helping the teens refresh daily routines via PLAYFUL EXPERIENCE. How to? Right now, right here let's make the most exhilarating experience in the world! Our idea is Fanta extreme 360VR, “Fanta, Play NOW”
360VR contents production : Selecting teen’s Preferred contents that teens like and want to do the most. Top 4 contents were shoot with first-person view for maximizing reality – Wingsuit flying, Drift, Highline and Rope swing
And the limited production and sales of Fanta secondary package named ‘Fanta Transforming Box’ by Google cardboard based. Cut and folded package and turned into VR viewer easily. It led to spread Fanta 360VR experience.
- Jan. 2016 : Campaign planning
- Feb. : Shooting 360VR contents and development of Fanta Transforming Box
- Form mid of Apr. 2016 : Launching ‘Fanta, Play NOW’ – 360VR contents release
- Till end of Jun. 2016 : Fanta Transforming Box sales with e-commerce channel exclusive
- Total views of 4 360VR contents 5 million
- Target reach 33%, Engagement 1.5 million
- Online sales increased (a whopping) 113%, overall sales enhanced by 5.3% (vs. the same period in 2015)
- Especially Brand Love Score increased by 11% (vs. previous month)
Describe the strategy
Teens in Korea, they spend the longest hours behind a desk in the world. There is a desire for playing but they hesitate physical activity due to the academic pressure. Instead, they are tech savvy. They are consuming snack contents such as short video more and more via smartphone. Based on the insights of these teens, Fanta inspires teens to discover the playfulness embedded in their DNA, but not released for the sake of balance in their life.
Fanta, Play Now
1) include 4 extreme 360VR contents that are supposedly appealing to the target. In Youtube and Facebook, everybody can watch these contents easily without installation on other platform.
2) offer a completely new virtual experience ‘Fanta Transforming Box’ which product package can be transformed into VR viewer.