Coca-Cola GmbH. Fanta Bamboocha

Relaunch the Fanta website and introduce the world of Bamboocha. Promote it with an online campaign to increase brand awareness. Primary communication goals are to bring the Bamboocha feeling to life online, strengthen interaction with the brand and convey Fanta’s fun outlook on life.

The strategy
Neue Digitale developed a communication strategy geared towards the young target group. At the core was the Bamboocha website with its numerous interactive features and online activities.

The website
The Bamboocha world stands for having fun and trying new things. Fanta.de visitors dive into an island world. The highlight of the site is the Fanta photo studio. Users can edit photos of themselves with their friends and download them. The website is constantly updated with new modules, contests, and events. The explorative nature of the site encourages users to return to the site in regular intervals because there is always something new to discover.

Media promotions
Users can send pictures they created in the Fanta photo studio per MMS or e-mail which gets the Bamboocha message out there. The Fanta photo studio was promoted through multiple channels including a successful banner campaign. A monthly Fanta Newsletter pushed contests and events. Contests were done on the Fanta-Website as well as on www.bravo.de and www.gamestar.de and were incredibly popular.

A cross media campaign that exceeded expectations. The Bamboocha claim was communicated through all channels and website traffic increased 70 percent. Users discovered the product while visiting a colorful island world and become aware of the brand while being entertained. It’s a site that is fun, has a lot of content, is easy to navigate and creates loyalty to the brand. It is this high fun factor that accounts for the high rate of registrations.