The award winning gaming and competitive whitelabel campaign for Coca-Cola

In 2014 in MENA, Fanta faced a David vs. Goliath situation. Fanta’s competitors own a significant share of the market as well as the share of voice, with media budgets that were way higher than Fanta’s. Like we had effectively reinvented our formula in 2013, we needed to now reinvent our strategy by focusing on distinctive engagement ideas that would amplify every connection and every dollar that we spent. In terms of connection points Fanta had previously focused on TV and sampling activations. And both have proven to not impact the brand’s success. In the region, on-ground activations and platforms work. We needed to own a meaningful on-ground, real world platform based on untapped teen relevant insights.

Within my days at Power League Gaming, we created Fanta masters: A unique, first-of-its-kind gaming platform across MENA for teens. Multi-player. Multi-platform. Multi-cities. Starting in 2014, We first created a series of Fanta branded tournaments across the region to recognize and celebrate teen gamers. A series of entertaining TV and online films invited and challenged teens by showcasing the skills needed to be a Fanta Master, in a fun and teen-friendly manner. More teen gamers were reached and invited via Radio, Print, Outdoor, Mall activations, In-store, Website and digital games. 

We forged content partnerships with the best gaming brands that are leaders in the region. We created exclusive cans with PlayStation4 and Fanta Masters branding that became teen gamers’ fuel in the tournaments. And as the tournaments kicked off in Olympic-like grand arenas at key events across the region, we engaged tens of thousands of teens; as they tested their gaming skills against each other developing more talents and crowning new masters. We invited celebrity gamers and influencers to the tournaments to interact with as well as compete with teens, creating more excitement and opening the door to international fame as the official FIFA eWorld Cup qualifier for their region. 

We also brought the games to teens across key teen hangouts such as: Gaming Arcades, Malls, Electronic retailers, Clubs, Internet cafes and Universities, through fun activations, such as Score a Goal. Score a Fanta, setting the world of teens into play. For the first time in the region, a platform from another brand was integrated into Burger King and McDonalds’ menu as we created a meal called The Gamer’s Meal that became one of the hottest selling items on the menu. Fanta became a favourite and we experienced a sampling frenzy.