Thursday, March 8, 2012

Campaign Watch: Fanta India’s Big Bounce

It’s the season of colour & happiness and what better campaign to cover than Fanta’s ‘Zyada Fanta Zyada Masti’ (More Fanta, More Fun). This is a new version of the animated commercial that hit the tube last year featuring the playful mascots led by Gigi.

Fanta’s new Bounce Television Commercial and Indian digital presence draws entirely from its international campaign. The executions are first rate. Here’s a quick look at some of the elements I discovered.

The Fanta India Site toplines the new commercial, the characters and some great downloads.

There is a separate microsite, with a great Fanta Bounce Game which I guess is an international rendition. The page is not linked to the India site for some reason and the only way you can get to it is via the ad campaign that’s currently on.
It is a multi-player game where your team needs to keep the Fanta ball bouncing for as long as you can, using arrow keys and space bar, for a good score.
The promo page also has a Fanta Big Bounce City surprise video, which presumably is a candid camera take on a surprise Outdoor BTL activity.

The Youtube page has some other BTL videos and TV commercials. The elevator rides video is awesome.

On Facebook, I love the ‘time travel’ execution leveraging the FB Timeline and Fanta characters. The concept being that Gigi is lost in time in 1956 and fans can bring her back by moving back in time (via the Facebook timeline) and liking her photo. When there are 1956 likes on her picture, she will come back. Clues are left around for users to engage.
With over 2.6million fans, this is one rocking brand page.

The only thing I missed was interlinking of the online assets. Creatively and execution wise, every piece is high quality.

Related Post:
Digital Campaign: 7UP - I Feel UP

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