| Title | #EVERYONE'S CHARACTER BOTTLE |
| Brand | COCA-COLA, (JAPAN) COMPANY, LIMITED |
| Product / Service | FANTA |
| Category | F01. Integrated Campaign led by Promo & Activation |
| Entrant | HAKUHODO INC. Tokyo, JAPAN |
| Idea Creation | HAKUHODO INC. Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Naoki Kushida | HAKUHODO INC. | Activation Supervisor |
| Hiroaki Urano | HAKUHODO CREATIVE VOX Inc. | Copy Writer |
| Amano Kiyoyuki | KAYAC Inc. | Creative Director |
| Ando Yoji | KAYAC Inc. | Planner |
| Ozawa Manami | KAYAC Inc. | Designer |
| Kawasaki Atsushi | KAYAC Inc. | Front End Engineer |
| osamu waki | HAKUHODO PRODUCTS | Art Director |
| mei kanazawa | SALAD | Designer |
| Yasuaki Iwamoto | HAKUHODO CREATIVE VOX Inc. | Executive Creative Director |
”#EVERYONE’S CHARACTER BOTTLE” Transform the childish image of Fanta into the product right for their age utilizing the bottle package as a communication tool which can be used by late-teens for joking with each other.The most important matter was to capture late-teen's recognition that this product is exactly for "themselves". In order to make this happen, 100 types of unique character bottles were developed which include 2 factors 1) appealing words to late-teen, 2) giving a positive impression just like Fanta.
The celebrity was assigned to demonstrate how character bottle can become a communication tool to joke with each other among friends in the TVCM. Making fun of the popular celebrity had attracted attention of the media and succeeded in PR activity. Providing a digital space to allow late-teens to find bottles which they wish to give to their friends promoted the campaign awareness in digital field. The collaboration with a high-profile movie which the celebrity was in also contributed to help building the campaign awareness among late-teens.
During the campaign, the traffic to the Fanta website increased 163% compared to 2016.Approximately 100,000 people participated in the campaign activity which people share their characters and friends’ on twitter and LINE group. The SNS campaign to promote awareness acquired 79 MM impressions. ”#EVERYONE’S CHARACTER BOTTLE” campaign had reached 355 media coverage in total (TV: 13, Internet: 335, newspaper: 6, and magazine: 1) during the 2 months.
Succeeded to boost Fanta’s sales by transforming Fanta’s package into a communication tool which can be used by Fanta’s target “late-teens” to joke with each other.
In order to let late-teens talk about Fanta in their SNS space where they express their excitement, the copywriting for the character names on the bottle was developed based on the “late-teen friendly” words which they use on regular basis on SNS. Also, the character names were shown on the bottle together with #hushtag in order to turn it into something sharable on SNS for them. Because of those, we managed to change the brand image among high-teens and they recognised Fanta as the brand for them.