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Fanta case study
The document discusses strategies for mobilizing the Fanta brand to appeal to younger consumers. It notes that Fanta is currently perceived as a drink for teens aged 13-20 and emphasizes fun. The top five mobile technologies suggested to engage consumers are group messaging, geocaching, near field communication, location-based services, and augmented reality. Three potential mobile activations are described: a social gaming app called "Fanta Finder" incorporating several of these technologies; an interactive location-based vending machine; and an irreverent chatbot named "Fanta SRSLY." The activations aim to increase social engagement and brand loyalty among budget-conscious, connected youth.
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Fanta case study
- 1. Mobilising Fanta Forthe Future David Chow
- 2.
- 3. Talking Points 1. Understanding brand perception and consumer behaviours
- 4. Talking Points 1. Understanding brand perception and consumer behaviours 2. Fanta Five: Top five mobile technologies to consider
- 5. Talking Points 1. Understanding brand perception and consumer behaviours 2. Fanta Five: Top five mobile technologies to consider 3. Creative Activations: Possible ideas to activate in mobile
- 6. 1. Brand perceptionand consumer behaviours Source: Coca-Cola, Everything Everywhere, Future Foundation, Kantar, TGI
- 7. 1. Brand perceptionand consumer behaviours Brand perception Source: Coca-Cola, Everything Everywhere, Future Foundation, Kantar, TGI
- 8. 1. Brand perceptionand consumer behaviours Brand perception ✴ Fanta viewed as a teen drink from ages 13 - 20 years Source: Coca-Cola, Everything Everywhere, Future Foundation, Kantar, TGI
- 9. 1. Brand perceptionand consumer behaviours Brand 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. 1. Brand perceptionand consumer behaviours Brand 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. 1. Brand perceptionand consumer behaviours Brand 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 Consumer behaviours Source: Coca-Cola, Everything Everywhere, Future Foundation, Kantar, TGI
- 12. 1. Brand perceptionand consumer behaviours Brand 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 Consumer behaviours ✴ Generation Z - constantly need to be connected Source: Coca-Cola, Everything Everywhere, Future Foundation, Kantar, TGI
- 13. 1. Brand perceptionand consumer behaviours Brand 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 Consumer behaviours ✴ Generation Z - constantly need to be connected ✴ Tastemakers - viewing brands as disposable Source: Coca-Cola, Everything Everywhere, Future Foundation, Kantar, TGI
- 14. 1. Brand perceptionand consumer behaviours Brand 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 Consumer 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. 1. Brand perceptionand consumer behaviours Brand 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 Consumer 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. Looking at existingmobile activations to date
- 17. Looking at existingmobile activations to date
- 18. Looking at existingmobile activations to date
- 19. Looking at existingmobile 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. Kids will eventuallywant Megabytes not Minutes Source: Deloitte, Ericsson, Facebook
- 21. Kids will eventuallywant Megabytes not Minutes ✴ Voice is “dead” to a lot of Generation Z - data traffic is overtaking voice with smartphones generating >1MB a day Source: Deloitte, Ericsson, Facebook
- 22. Kids will eventuallywant 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 Source: Deloitte, Ericsson, Facebook
- 23. Kids will eventuallywant 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 Source: Deloitte, Ericsson, Facebook
- 24. Kids will eventuallywant 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 Source: Deloitte, Ericsson, Facebook
- 25. Kids will eventuallywant 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 redefining Source: Deloitte, Ericsson, Facebook
- 26. Kids will eventuallywant 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 redefining Source: Deloitte, Ericsson, Facebook
- 27. Smartphone Pricepoint (R)evolution Source: ComScore, CCS Insight, Kantar, Ofcom
- 28. Smartphone Pricepoint (R)evolution Source: ComScore, CCS Insight, Kantar, Ofcom
- 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. 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. 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. 2. Fanta Five:Top 5 technologies to consider
- 33. 2. Fanta Five:Top 5 technologies to consider ✴ Group Messaging
- 34. 2. Fanta Five:Top 5 technologies to consider ✴ Group Messaging ✴ Geocaching
- 35. 2. Fanta Five:Top 5 technologies to consider ✴ Group Messaging ✴ Geocaching ✴ Near Field Communication
- 36. 2. Fanta Five:Top 5 technologies to consider ✴ Group Messaging ✴ Geocaching ✴ Near Field Communication ✴ Location Based Services
- 37. 2. Fanta Five:Top 5 technologies to consider ✴ Group Messaging ✴ Geocaching ✴ Near Field Communication ✴ Location Based Services ✴ Augmented Reality
- 38.
- 39. Fanta Finder -a social game with a twist
- 40. Fanta Finder -a social game with a twist
- 41. Fanta Finder -a social game with a twist ✴ Multiple touch points from augmented reality to NFC
- 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. 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. 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. 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. Next gen vendingwith a location based spin
- 47. Next gen vendingwith a location based spin
- 48. Next gen vendingwith a location based spin
- 49. Next gen vendingwith a location based spin
- 50. Next gen vendingwith a location based spin
- 51. Next gen vendingwith a location based spin
- 52. Next gen vendingwith a location based spin ✴ Making use of latest mobile technologies
- 53. Next gen vendingwith a location based spin ✴ Making use of latest mobile technologies ✴ Interactive and engaging
- 54. Next gen vendingwith a location based spin ✴ Making use of latest mobile technologies ✴ Interactive and engaging ✴ Creates an element of surprise
- 55. Next gen vendingwith a location based spin ✴ Making use of latest mobile technologies ✴ Interactive and engaging ✴ Creates an element of surprise ✴ Most importantly...FUN
- 56. Fanta SRSLY Fanta SRSLY- the PA programmed for FUN
- 57. Fanta SRSLY Fanta SRSLY- the PA programmed for FUN
- 58. Fanta SRSLY Fanta SRSLY- the PA programmed for FUN ✴ Interactive
- 59. Fanta SRSLY Fanta SRSLY- the PA programmed for FUN ✴ Interactive ✴ Irreverant
- 60. Fanta SRSLY Fanta SRSLY- the PA programmed for FUN ✴ Interactive ✴ Irreverant ✴ Informative
- 61. Fanta SRSLY Fanta SRSLY- the PA programmed for FUN ✴ Interactive ✴ Irreverant ✴ Informative ✴ Intelligent
- 62.
Editor's Notes
- #2 \n
- #3 \n
- #4 \n
- #5 \n
- #6 Instant gratification, bragging rights, love to share, always want to be connected, brands are disposable, tribal culture\n
- #7 Instant gratification, bragging rights, love to share, always want to be connected, brands are disposable, tribal culture\n
- #8 Instant gratification, bragging rights, love to share, always want to be connected, brands are disposable, tribal culture\n
- #9 Instant gratification, bragging rights, love to share, always want to be connected, brands are disposable, tribal culture\n
- #10 Instant gratification, bragging rights, love to share, always want to be connected, brands are disposable, tribal culture\n
- #11 Instant gratification, bragging rights, love to share, always want to be connected, brands are disposable, tribal culture\n
- #12 Instant gratification, bragging rights, love to share, always want to be connected, brands are disposable, tribal culture\n
- #13 Instant gratification, bragging rights, love to share, always want to be connected, brands are disposable, tribal culture\n
- #14 Instant gratification, bragging rights, love to share, always want to be connected, brands are disposable, tribal culture\n
- #15 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
- #16 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
- #17 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
- #18 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
- #19 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
- #20 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
- #21 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
- #22 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
- #23 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
- #24 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
- #25 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
- #26 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
- #27 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
- #28 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
- #29 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
- #30 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
- #31 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
- #32 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
- #33 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
- #34 \n
- #35 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
- #36 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
- #37 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
- #38 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
- #39 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
- #40 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
- #41 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
- #42 \n
- #43 \n
- #44 \n
- #45 \n
- #46 \n
- #47 \n
- #48 \n
- #49 \n
- #50 \n
- #51 \n
- #52 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
- #53 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
- #54 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
- #55 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
- #56 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
- #57 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
- #58 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
- #59 \n