FANTA TURKEY

Fanta reached 97% of its target audience with a brand-focused Instagram campaign for its newly revived touring music festival, Fanta Fest.

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THE STORY
Fruit with fizz

Fanta is a brand of fruit-flavoured carbonated soft drinks created by Coca-Cola Deutschland. There are more than 200 flavours of Fanta worldwide.

97%

of target audience reached

52%

lift in front-of-mind awareness after 11 weeks

3.3X

increase in ad recall

The Fanta Fest comeback needed a strong connection with GenZ. The connected brands solution enabled us to integrate planning and creative solutions to provide full-funnel, personal communication. With the help of connected brands, our target audience engaged with Fanta through fun, fresh content at every step of their journey. This approach enabled us to create a real connection with Turkish youngsters.
BEYZA MURAT, MEDIA OPERATIONS SENIOR MANAGER, THE COCA-COLA COMPANY
THE GOAL
Boosting awareness and ticket sales

Fanta in Turkey wanted to raise awareness and anticipation among young people about the return of the touring music festival Fanta Fest, after a nine-year absence – and to sell tickets for the 10 Fanta Fest events across Turkey.

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THE SOLUTION

Ads that interconnect

Fanta Fest is Turkey’s biggest travelling music festival. The decision to revive it after a long absence meant that Fanta needed to build excitement about Fanta Fest among a new generation of music lovers who live their lives online and who wanted to enjoy themselves in an out-of-home setting. Fanta partnered with young Turks’ most popular performers, singer-songwriter Edis and rapper Gazapizm, to tour the 10 different venues of Fanta Fest.

To build excitement and generate ticket sales, Fanta worked with Meta to develop a connected brand strategy, in which one type of ad content feeds into another. This would appeal to people at all stages of the purchase journey, from awareness, to consideration, to purchase. The team created a campaign whose elements interconnected, using interactive elements to appeal to young people on Instagram and get them excited by Fanta Fest.

Over 11 weeks, the campaign reached out to young music fans in Turkey with poll ads, countdowns, branded content, Reels, city-based ad creative, lyrics of the stars’ songs and real-time content from the festival venues. Supporting this content were “how to get a ticket” messages, and ads that directed young people to the Coca-Cola loyalty app Daha Daha to redeem codes and get tickets.

Measured by a brand lift study, the September–October 2022 campaign achieved:

  • 97% of target audience of 20.1 million people reached
  • 52% lift in front-of-mind awareness after 11 weeks
  • 3.3X increase in ad recall
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Connected brands showed how a holistic approach that people would be more engaged than standard media planning could push the boundaries in both awareness and engagement rates of our Fanta Fest campaign.
GÖKÇE YILMAZ, GROUP DIGITAL MEDIA DIRECTOR, MEDIACOM TURKEY
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