The successful journey continues''

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Fanta Travel 2001
The successful journey continues..
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Nordic Fanta Travel Campaign 2001
Travel because...

• Teens top two favorite activities are
• - traveling
• - meeting friends
• Fanta Travel campaign leverage these interests
  enhancing the fun teens have together
• - when theyre participating
• - when theyre enjoying their prizes

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Learning Fanta Travel 2000 (Norway)
SMS (with low barrier to entry) resulted in
dramatic increase in campaign awareness and
participation

• 73 of teens were aware of the campaign (65
  through labels, 30 through TVC with promo-tail)
• 192 000 teens participated (Vs. 1.000 in previous
  successful campaigns)

Source Nielsen Scanning (DV), sales volume,
Norway tot. w12-22 99 vs 12-22 00, MCT, Telenor
Link and Saga.
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Fanta Travel Activation Overview 2001
Campaign Periods
May
Apr
Feb
Mar
Jun
July

• Norway
• Finland
• Denmark
• Iceland
• Sweden

Fanta Travel
Fanta Travel
Fanta Travel
Fanta Travel
Fanta Travel
Campaign Support

• TVC w/promo-tail
• Promo label
• PoS
• Internet
• Multi-pack

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Front Label (Norwegian Example)
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Back side label /Front label in side
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Promotion Mechanism Overview
Purchase required
No purchase required
No purchase required
No purchase required
N.A.
1. Read label or www for abbreviation 2. Send
abbr. by SMS to participate 3. Qualifying quiz
Solve riddles by filling in missing vowels and
respond by SMS 4. Final quiz Develop a new
creative SMS abbreviation and send by SMS 5.
Jury choose 5 winners monthly
1. Read label for abbreviation 2. Send abbr. by
SMS to participate 3. Final quiz Develop a
new creative SMS abbreviation and send by
SMS 4. Random draw of winners monthly
1.Read label for abbreviation. 2. Send
abbreviation by SMS or post card to participate
3. Random draw of winners monthly
1. Read label for abbreviation. 2. Send
abbreviation by SMS to participate 3. Final
quiz Answer multiple choice for right
abbreviation 4. Random draw of winners
monthly