|
|
Project Overview
FANTA Playzone is an integrated campaign leveraging out of home, social media, multiplatform mobile games, location-based challenges, and real-time image recognition technology to deliver an engaging FANTA experience to a teen audience.
Project Commissioner
Project Creator
Team
Team Coke (Ikon, Naked, Webling, Ogilvy, White, The Coca-Cola Company)
Project Brief
The business goal was clear; build relevance and bring lapsed teen users back to FANTA. Our challenge was to reach a demanding and hard to engage segment. Communications needed to be fun, participatory and interactive, connecting with teens using their language and in the media and technology most relevant.
Our insight: FANTA recognises that during our teenage years life becomes more serious. FANTA wanted to use the positive and colourful exuberance it offers to help teens be ‘more fun, less serious’ creating play at times when they needed it most.
Universal access to a mobile and the rise of mobile gaming provided a perfect platform to deliver a brand experience that truly reflected the fun, playful, and social personality of FANTA, targeting teens in moments of receptivity i.e. their commute, when hanging around or doing homework.
The solution? FANTA PLAYZONE – a mobile gaming campaign which integrated Facebook and outdoor activity, inviting teens to 'play' with FANTA.
Project Innovation / Need
The creative challenge was to deliver an engaging mobile experience while amplifying the brand message. The approach was to leverage the FANTA characters and make them interactive across the mobile platform, making full use of the opportunities presented by smartphones.
The three exciting action games were developed from scratch using entirely in-house proprietary tools. Each game was themed around a different FANTA crew character. All-new animations of the characters and environments were created, drawing inspiration from OOH creative, delivering a consistent brand message, and designed to maximise the platform they run in, such as touchscreen and tilt features for smartphones.
FANTA PlayZone contained a number of innovations. The “catch the crew” Augmented Reality feature was designed to maximize interaction and involvement, with characters “jumping” out of billboards directly into the phone, using image recognition.
The “FANTA Zones” system, enabling players to challenge each others’ scores in various real world locations and become the ruler of that zone represented a unique technical solution to the campaign desire of “creating play in the real world”.
The mobile app’s integration with Facebook also provided an innovative way for campaign participants to track their progress in whatever platform they have access to, including achievements/badges earned for engaging with the campaign.
User Experience
Three, custom-built games were developed to engage teens. Weekly prizes and a real time leaderboard were built-in to drive repeat participation.
By interacting with outdoor media, located in the places teens seek entertainment, their scores could be boosted further. Using GPS, players could locate FANTA billboards, and via their phones camera, could “catch the crew”. When “caught”, the crewmember magically jumped out of the billboard into the user’s phone via augmented reality! This provided a “power-up” within their gaming experience, boosting their chances to win.
In addition, getting the highest score in real-world locations, enabled users to become rulers of their FANTA Zone and score bonus points.
User’s interactions were synced to Facebook, allowing social amplification of every engagement. Users could also track their progress on the real-time leaderboard, driving interest and competition amongst friends and strangers alike. The Facebook app also provided a hub where all teens could play cool games.
Gameplay was designed to be simple, while rewarding skillful play, but never losing its focus on delivering the brand experience.
Project Marketing
Mobile was central to the whole campaign, facilitating interaction & ‘play’ and activating all our traditional media channels.
Online display, Facebook, mobile and out-of-home media all invited teens to ‘play’ with FANTA.
The outdoor display component of the campaign featured outdoor panels located around Australia.
The app was prominently promoted across the FANTA Australia, Facebook page, in online display media and it was available on the iOS App Store and Google Play for Android.
By delivering a world first for FANTA, linking outdoor media with mobile gaming via augmented reality, we ensured FANTA maximised the value and impact of their media. No execution was just a static brand message – all touchpoints drove interaction & participation, creating play in the lives of our teens.
This truly integrated mobile campaign engaged teens by delivering an experience that was ‘more fun’, created play and used out of home awareness drivers to provide extra in-game incentives to drive interaction from the app.
The Results:
• Over 36 thousand downloads
• Over 102 thousand visits!
• 4mins per visit, an average of 2.6 visits per user, each user spent 11 mins on average playing
• Highly engaged users, with over 65% of visitors returning to play again.
• 30k+ users collectively spent over 8.5 months continuously interacting with our mobile games, and interacting with FANTA.
• Real business results with volume growth of +12.3% vs YA over the period.
Best Studio between 5 and 20
This category awards the best developer for when the development house/ studio comprises of between 5 and 20 individuals.
More Details