Non-Alcoholic Beverages

The Shortlist
CAMPAIGN
Fanta Selfie
AGENCY
Circus Digital
CLIENT
Coca Cola
BRAND
Fanta
DETAILS
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.
CAMPAIGN
Mirinda Sarsi "Being Nerdy is Being Cool"
AGENCY
Redder Advertising
CLIENT
Suntory Pepsico Vietnam Beverage
BRAND
Mirinda Sarsi
DETAILS
Mirinda Sarsi digital campaign carries a mission to rejuvenate the brand image, which was before perceived as old-fashioned, irrelevant, and not strongly connected with core consumers, who are teenagers. Upon finding out the big insight that almost all of Vietnamese teens have the interests not daring to share with friends as afraid of being perceived as nerdy while being cool & appreciated by their peers is the pressure of them at these ages, Mirinda Sarsi has succeeded in winning Vietnamese teens’ hearts with the “ Being Nerdy is Being Cool” campaign on platforms of Facebook, Zing & Zalo (the no.1 Vietnam chat app) to inspire & encourage hundred thousands of Vietnamese teens to reveal their nerdy interests in cute visualized sketches, confidently sharing with their friends on Facebook for turning these into real cool parties of bold fun together, all empowered by Mirinda Sarsi. Beside the huge success of consumer engagement, the campaign was very successful in terms of brand equity building & sales performance. 
Partners
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