In 2015, the soft-drink category in Vietnam has become more competitive than ever. In order to create a new path to increase purchase intent for Fanta among teenagers, we made a strategic decision to focus on mobile – a channel that most brands are struggled to enter. Yet, teens can’t live without.
Selfie is the most popular user generated content among Vietnamese teens. However, aside from overused duck-lips, chubby cheek poses, tweens are lack of idea for fun selfies. “Selfie Battle” campaign set the objective to turn Fanta to must-have accessory for selfies.
We introduced to Vietnam the uniquely fun Fanta Selfie Battle. Starts with The Selfie Weapons – New Fanta label: Each Fanta can and bottle was designed so teens can make creative and fun poses with.
A digital campaign was launched to leverage the new label. Teens were pitted against each other in 3 rounds where they totally slay it with their phones and their newfound selfie skills. A mobile friendly Battle Ring was set up. Teens could easily take selfie, upload to the site and vote for the Hot or Not selfie. Each selfie was randomly pitted against another for each battle. A series of social activities were planned to happen along the contest such as viral videos, fun memes and original contents. Finally, the 3 Selfie Stars from the 3 themes will compete for the crown of The Selfie King/Queen. After the battle ended, we launched the first ever Selfie Bible which collected the best selfies throughout our campaign.
The campaign exceeded our expectations. During 8 weeks period, we reached more than 3.5mil people, got over 5.1mil views for our videos, and the battle attracted over 41,000 registrations. Moreover, what we did paid off in all aspect of business results. Above all result, Fanta campaign did not just use mobile as a channel. It became a must-have item that Teens use to take selfie.