Fanta case study

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A short deck on potential campaign activations that a soft drinks company might want to consider in the mobile space.

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  • Instant gratification, bragging rights, love to share, always want to be connected, brands are disposable, tribal culture\n
  • Instant gratification, bragging rights, love to share, always want to be connected, brands are disposable, tribal culture\n
  • Instant gratification, bragging rights, love to share, always want to be connected, brands are disposable, tribal culture\n
  • Instant gratification, bragging rights, love to share, always want to be connected, brands are disposable, tribal culture\n
  • Instant gratification, bragging rights, love to share, always want to be connected, brands are disposable, tribal culture\n
  • Instant gratification, bragging rights, love to share, always want to be connected, brands are disposable, tribal culture\n
  • Instant gratification, bragging rights, love to share, always want to be connected, brands are disposable, tribal culture\n
  • Instant gratification, bragging rights, love to share, always want to be connected, brands are disposable, tribal culture\n
  • Instant gratification, bragging rights, love to share, always want to be connected, brands are disposable, tribal culture\n
  • Stealth sound system - 400,000 downloads in six months\nThere was also augmented Reality and 3D gaming - clever but ahead of its time\nMobile minutes campaign - via a zero rated short code popular in some countries where data is expensive\n\n
  • Stealth sound system - 400,000 downloads in six months\nThere was also augmented Reality and 3D gaming - clever but ahead of its time\nMobile minutes campaign - via a zero rated short code popular in some countries where data is expensive\n\n
  • Stealth sound system - 400,000 downloads in six months\nThere was also augmented Reality and 3D gaming - clever but ahead of its time\nMobile minutes campaign - via a zero rated short code popular in some countries where data is expensive\n\n
  • Stealth sound system - 400,000 downloads in six months\nThere was also augmented Reality and 3D gaming - clever but ahead of its time\nMobile minutes campaign - via a zero rated short code popular in some countries where data is expensive\n\n
  • Text message usage is slipping but still relevant despite 4000% markup\n350M active users are using Facebook mobile. That’s nearly half the 800M active user base!\nKids it would seem would rather have 2MB rather than 2 minutes of conversation\nCould voucher codes on bottles and cans be translated in to something more tangible?\n\n
  • Text message usage is slipping but still relevant despite 4000% markup\n350M active users are using Facebook mobile. That’s nearly half the 800M active user base!\nKids it would seem would rather have 2MB rather than 2 minutes of conversation\nCould voucher codes on bottles and cans be translated in to something more tangible?\n\n
  • Text message usage is slipping but still relevant despite 4000% markup\n350M active users are using Facebook mobile. That’s nearly half the 800M active user base!\nKids it would seem would rather have 2MB rather than 2 minutes of conversation\nCould voucher codes on bottles and cans be translated in to something more tangible?\n\n
  • Text message usage is slipping but still relevant despite 4000% markup\n350M active users are using Facebook mobile. That’s nearly half the 800M active user base!\nKids it would seem would rather have 2MB rather than 2 minutes of conversation\nCould voucher codes on bottles and cans be translated in to something more tangible?\n\n
  • Text message usage is slipping but still relevant despite 4000% markup\n350M active users are using Facebook mobile. That’s nearly half the 800M active user base!\nKids it would seem would rather have 2MB rather than 2 minutes of conversation\nCould voucher codes on bottles and cans be translated in to something more tangible?\n\n
  • Text message usage is slipping but still relevant despite 4000% markup\n350M active users are using Facebook mobile. That’s nearly half the 800M active user base!\nKids it would seem would rather have 2MB rather than 2 minutes of conversation\nCould voucher codes on bottles and cans be translated in to something more tangible?\n\n
  • More than 28 percent of 12 to 15 year old would miss their mobile more than TV, according to Ofcom\nSmartphone adoption has sky rocketed as prices of Android phones start to hit £50 PAYG\nNFC expected to appear in cheaper phones soon\n\n
  • More than 28 percent of 12 to 15 year old would miss their mobile more than TV, according to Ofcom\nSmartphone adoption has sky rocketed as prices of Android phones start to hit £50 PAYG\nNFC expected to appear in cheaper phones soon\n\n
  • More than 28 percent of 12 to 15 year old would miss their mobile more than TV, according to Ofcom\nSmartphone adoption has sky rocketed as prices of Android phones start to hit £50 PAYG\nNFC expected to appear in cheaper phones soon\n\n
  • More than 28 percent of 12 to 15 year old would miss their mobile more than TV, according to Ofcom\nSmartphone adoption has sky rocketed as prices of Android phones start to hit £50 PAYG\nNFC expected to appear in cheaper phones soon\n\n
  • Whatsapp boasts between 10 and 20M users and serves 1BN a messages a day. FB messenger 4BN a day!\nBBM 70M users globally\nHeywire app offers group messaging and text messaging for free!\n
  • Whatsapp boasts between 10 and 20M users and serves 1BN a messages a day. FB messenger 4BN a day!\nBBM 70M users globally\nHeywire app offers group messaging and text messaging for free!\n
  • Whatsapp boasts between 10 and 20M users and serves 1BN a messages a day. FB messenger 4BN a day!\nBBM 70M users globally\nHeywire app offers group messaging and text messaging for free!\n
  • Whatsapp boasts between 10 and 20M users and serves 1BN a messages a day. FB messenger 4BN a day!\nBBM 70M users globally\nHeywire app offers group messaging and text messaging for free!\n
  • Whatsapp boasts between 10 and 20M users and serves 1BN a messages a day. FB messenger 4BN a day!\nBBM 70M users globally\nHeywire app offers group messaging and text messaging for free!\n
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  • A cross platform gaming app that leverages all the latest in social networking and mobile technologies\nItems range from a treasure hunt to find tags to getting a free beverage from a special LBS powered Fanta vending machine\nLast minute tickets and gigs\nLeague tables and rankings that lead to a prize continue to fuel momentum\n
  • A cross platform gaming app that leverages all the latest in social networking and mobile technologies\nItems range from a treasure hunt to find tags to getting a free beverage from a special LBS powered Fanta vending machine\nLast minute tickets and gigs\nLeague tables and rankings that lead to a prize continue to fuel momentum\n
  • A cross platform gaming app that leverages all the latest in social networking and mobile technologies\nItems range from a treasure hunt to find tags to getting a free beverage from a special LBS powered Fanta vending machine\nLast minute tickets and gigs\nLeague tables and rankings that lead to a prize continue to fuel momentum\n
  • A cross platform gaming app that leverages all the latest in social networking and mobile technologies\nItems range from a treasure hunt to find tags to getting a free beverage from a special LBS powered Fanta vending machine\nLast minute tickets and gigs\nLeague tables and rankings that lead to a prize continue to fuel momentum\n
  • A cross platform gaming app that leverages all the latest in social networking and mobile technologies\nItems range from a treasure hunt to find tags to getting a free beverage from a special LBS powered Fanta vending machine\nLast minute tickets and gigs\nLeague tables and rankings that lead to a prize continue to fuel momentum\n
  • A cross platform gaming app that leverages all the latest in social networking and mobile technologies\nItems range from a treasure hunt to find tags to getting a free beverage from a special LBS powered Fanta vending machine\nLast minute tickets and gigs\nLeague tables and rankings that lead to a prize continue to fuel momentum\n
  • A cross platform gaming app that leverages all the latest in social networking and mobile technologies\nItems range from a treasure hunt to find tags to getting a free beverage from a special LBS powered Fanta vending machine\nLast minute tickets and gigs\nLeague tables and rankings that lead to a prize continue to fuel momentum\n
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  • A witty take on Siri. Currently doesn’t recognise the word Fanta. So let’s make our own PA\nCould be tied in to location based competitions using ‘keywords’\nUpgradeable and can be customised on content/results delivery by age\n
  • A witty take on Siri. Currently doesn’t recognise the word Fanta. So let’s make our own PA\nCould be tied in to location based competitions using ‘keywords’\nUpgradeable and can be customised on content/results delivery by age\n
  • A witty take on Siri. Currently doesn’t recognise the word Fanta. So let’s make our own PA\nCould be tied in to location based competitions using ‘keywords’\nUpgradeable and can be customised on content/results delivery by age\n
  • A witty take on Siri. Currently doesn’t recognise the word Fanta. So let’s make our own PA\nCould be tied in to location based competitions using ‘keywords’\nUpgradeable and can be customised on content/results delivery by age\n
  • A witty take on Siri. Currently doesn’t recognise the word Fanta. So let’s make our own PA\nCould be tied in to location based competitions using ‘keywords’\nUpgradeable and can be customised on content/results delivery by age\n
  • A witty take on Siri. Currently doesn’t recognise the word Fanta. So let’s make our own PA\nCould be tied in to location based competitions using ‘keywords’\nUpgradeable and can be customised on content/results delivery by age\n
  • A witty take on Siri. Currently doesn’t recognise the word Fanta. So let’s make our own PA\nCould be tied in to location based competitions using ‘keywords’\nUpgradeable and can be customised on content/results delivery by age\n
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  • Fanta case study

    1. 1. Mobilising Fanta For the Future David Chow
    2. 2. Talking Points
    3. 3. Talking Points1. Understanding brand perception and consumer behaviours
    4. 4. Talking Points1. Understanding brand perception and consumer behaviours2. Fanta Five: Top five mobile technologies to consider
    5. 5. Talking Points1. Understanding brand perception and consumer behaviours2. Fanta Five: Top five mobile technologies to consider3. Creative Activations: Possible ideas to activate in mobile
    6. 6. 1. Brand perception and consumer behaviours Source: Coca-Cola, Everything Everywhere, Future Foundation, Kantar, TGI
    7. 7. 1. Brand perception and consumer behavioursBrand perception Source: Coca-Cola, Everything Everywhere, Future Foundation, Kantar, TGI
    8. 8. 1. Brand perception and consumer behavioursBrand perception✴ Fanta viewed as a teen drink from ages 13 - 20 years Source: Coca-Cola, Everything Everywhere, Future Foundation, Kantar, TGI
    9. 9. 1. Brand perception and consumer behavioursBrand perception✴ Fanta viewed as a teen drink from ages 13 - 20 years✴ Perception is playful - it’s all about having fun Source: Coca-Cola, Everything Everywhere, Future Foundation, Kantar, TGI
    10. 10. 1. Brand perception and consumer behavioursBrand perception✴ Fanta viewed as a teen drink from ages 13 - 20 years✴ Perception is playful - it’s all about having fun✴ Mums view it as a healthier alternative to cola Source: Coca-Cola, Everything Everywhere, Future Foundation, Kantar, TGI
    11. 11. 1. Brand perception and consumer behavioursBrand perception✴ Fanta viewed as a teen drink from ages 13 - 20 years✴ Perception is playful - it’s all about having fun✴ Mums view it as a healthier alternative to colaConsumer behaviours Source: Coca-Cola, Everything Everywhere, Future Foundation, Kantar, TGI
    12. 12. 1. Brand perception and consumer behavioursBrand perception✴ Fanta viewed as a teen drink from ages 13 - 20 years✴ Perception is playful - it’s all about having fun✴ Mums view it as a healthier alternative to colaConsumer behaviours✴ Generation Z - constantly need to be connected Source: Coca-Cola, Everything Everywhere, Future Foundation, Kantar, TGI
    13. 13. 1. Brand perception and consumer behavioursBrand perception✴ Fanta viewed as a teen drink from ages 13 - 20 years✴ Perception is playful - it’s all about having fun✴ Mums view it as a healthier alternative to colaConsumer behaviours✴ Generation Z - constantly need to be connected✴ Tastemakers - viewing brands as disposable Source: Coca-Cola, Everything Everywhere, Future Foundation, Kantar, TGI
    14. 14. 1. Brand perception and consumer behavioursBrand perception✴ Fanta viewed as a teen drink from ages 13 - 20 years✴ Perception is playful - it’s all about having fun✴ Mums view it as a healthier alternative to colaConsumer behaviours✴ Generation Z - constantly need to be connected✴ Tastemakers - viewing brands as disposable✴ Budget constrained - always on the look out for free stuff Source: Coca-Cola, Everything Everywhere, Future Foundation, Kantar, TGI
    15. 15. 1. Brand perception and consumer behavioursBrand perception✴ Fanta viewed as a teen drink from ages 13 - 20 years✴ Perception is playful - it’s all about having fun✴ Mums view it as a healthier alternative to colaConsumer behaviours✴ Generation Z - constantly need to be connected✴ Tastemakers - viewing brands as disposable✴ Budget constrained - always on the look out for free stuff✴ Love to share things with their ‘tribe’ or peers Source: Coca-Cola, Everything Everywhere, Future Foundation, Kantar, TGI
    16. 16. Looking at existing mobile activations to date
    17. 17. Looking at existing mobile activations to date
    18. 18. Looking at existing mobile activations to date
    19. 19. Looking at existing mobile activations to date Pros ✴ 400k downloads in first six months ✴ Pan European availability ✴ Cool teen appeal Pros Cons Cons ✴ Availability across ✴ Minutes can’t be added Coca Cola range to your phone’s account ✴ Limited to audiences up to 20 years old ✴ Free talk time to any UK ✴ Relies on a 3rd party mobile phone gateway for delivery ✴ Wasn’t available on iOS or Android
    20. 20. Kids will eventually want Megabytes not MinutesSource: Deloitte, Ericsson, Facebook
    21. 21. Kids will eventually want Megabytes not Minutes ✴ Voice is “dead” to a lot of Generation Z - data traffic is overtaking voice with smartphones generating >1MB a daySource: Deloitte, Ericsson, Facebook
    22. 22. Kids will eventually want Megabytes not Minutes ✴ Voice is “dead” to a lot of Generation Z - data traffic is overtaking voice with smartphones generating >1MB a day ✴ Text remains popular - 90% of smartphone users still send at least one text message a daySource: Deloitte, Ericsson, Facebook
    23. 23. Kids will eventually want Megabytes not Minutes ✴ Voice is “dead” to a lot of Generation Z - data traffic is overtaking voice with smartphones generating >1MB a day ✴ Text remains popular - 90% of smartphone users still send at least one text message a day ✴ 350M users are using Facebook on their mobile, nearly half the active subscriber baseSource: Deloitte, Ericsson, Facebook
    24. 24. Kids will eventually want Megabytes not Minutes ✴ Voice is “dead” to a lot of Generation Z - data traffic is overtaking voice with smartphones generating >1MB a day ✴ Text remains popular - 90% of smartphone users still send at least one text message a day ✴ 350M users are using Facebook on their mobile, nearly half the active subscriber base ✴ Staying connected with peers means mobile internet may eventually become more important than talktime minutesSource: Deloitte, Ericsson, Facebook
    25. 25. Kids will eventually want Megabytes not Minutes ✴ Voice is “dead” to a lot of Generation Z - data traffic is overtaking voice with smartphones generating >1MB a day ✴ Text remains popular - 90% of smartphone users still send at least one text message a day ✴ 350M users are using Facebook on their mobile, nearly half the active subscriber base ✴ Staying connected with peers means mobile internet may eventually become more important than talktime minutes ✴ So...rewards for brand loyalty will need redefiningSource: Deloitte, Ericsson, Facebook
    26. 26. Kids will eventually want Megabytes not Minutes ✴ Voice is “dead” to a lot of Generation Z - data traffic is overtaking voice with smartphones generating >1MB a day ✴ Text remains popular - 90% of smartphone users still send at least one text message a day ✴ 350M users are using Facebook on their mobile, nearly half the active subscriber base ✴ Staying connected with peers means mobile internet may eventually become more important than talktime minutes ✴ So...rewards for brand loyalty will need redefiningSource: Deloitte, Ericsson, Facebook
    27. 27. Smartphone Pricepoint (R)evolution Source: ComScore, CCS Insight, Kantar, Ofcom
    28. 28. Smartphone Pricepoint (R)evolution Source: ComScore, CCS Insight, Kantar, Ofcom
    29. 29. Smartphone Pricepoint (R)evolution✴ 28% of 12 -15 year olds would miss their mobile more than TV Source: ComScore, CCS Insight, Kantar, Ofcom
    30. 30. Smartphone Pricepoint (R)evolution✴ 28% of 12 -15 year olds would miss their mobile more than TV✴ Smartphones now account for 68% of UK mobile sales Source: ComScore, CCS Insight, Kantar, Ofcom
    31. 31. Smartphone Pricepoint (R)evolution✴ 28% of 12 -15 year olds would miss their mobile more than TV✴ Smartphones now account for 68% of UK mobile sales✴ Android sales to ‘explode’ as devices hit £50 PAYG Source: ComScore, CCS Insight, Kantar, Ofcom
    32. 32. 2. Fanta Five: Top 5 technologies to consider
    33. 33. 2. Fanta Five: Top 5 technologies to consider✴ Group Messaging
    34. 34. 2. Fanta Five: Top 5 technologies to consider✴ Group Messaging✴ Geocaching
    35. 35. 2. Fanta Five: Top 5 technologies to consider✴ Group Messaging✴ Geocaching✴ Near Field Communication
    36. 36. 2. Fanta Five: Top 5 technologies to consider✴ Group Messaging✴ Geocaching✴ Near Field Communication✴ Location Based Services
    37. 37. 2. Fanta Five: Top 5 technologies to consider✴ Group Messaging✴ Geocaching✴ Near Field Communication✴ Location Based Services✴ Augmented Reality
    38. 38. 3. Creative Activations
    39. 39. Fanta Finder - a social game with a twist
    40. 40. Fanta Finder - a social game with a twist
    41. 41. Fanta Finder - a social game with a twist✴ Multiple touch points from augmented reality to NFC
    42. 42. Fanta Finder - a social game with a twist✴ Multiple touch points from augmented reality to NFC✴ Rewards for task completion or content creation
    43. 43. Fanta Finder - a social game with a twist✴ Multiple touch points from augmented reality to NFC✴ Rewards for task completion or content creation✴ Promotes friendly competition among peer group
    44. 44. Fanta Finder - a social game with a twist✴ Multiple touch points from augmented reality to NFC✴ Rewards for task completion or content creation✴ Promotes friendly competition among peer group✴ Increases social engagement with consumers
    45. 45. Fanta Finder - a social game with a twist✴ Multiple touch points from augmented reality to NFC✴ Rewards for task completion or content creation✴ Promotes friendly competition among peer group✴ Increases social engagement with consumers✴ Potentially high stickiness factor with Generation Z
    46. 46. Next gen vending with a location based spin
    47. 47. Next gen vending with a location based spin
    48. 48. Next gen vending with a location based spin
    49. 49. Next gen vending with a location based spin
    50. 50. Next gen vending with a location based spin
    51. 51. Next gen vending with a location based spin
    52. 52. Next gen vending with a location based spin✴ Making use of latest mobile technologies
    53. 53. Next gen vending with a location based spin✴ Making use of latest mobile technologies✴ Interactive and engaging
    54. 54. Next gen vending with a location based spin✴ Making use of latest mobile technologies✴ Interactive and engaging✴ Creates an element of surprise
    55. 55. Next gen vending with a location based spin✴ Making use of latest mobile technologies✴ Interactive and engaging✴ Creates an element of surprise✴ Most importantly...FUN
    56. 56. Fanta SRSLYFanta SRSLY - the PA programmed for FUN
    57. 57. Fanta SRSLYFanta SRSLY - the PA programmed for FUN
    58. 58. Fanta SRSLYFanta SRSLY - the PA programmed for FUN✴ Interactive
    59. 59. Fanta SRSLYFanta SRSLY - the PA programmed for FUN✴ Interactive✴ Irreverant
    60. 60. Fanta SRSLYFanta SRSLY - the PA programmed for FUN✴ Interactive✴ Irreverant✴ Informative
    61. 61. Fanta SRSLYFanta SRSLY - the PA programmed for FUN✴ Interactive✴ Irreverant✴ Informative✴ Intelligent
    62. 62. Questions?

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