Fanta launches the Salutes fight, a new promotion part of Fanta Play on! campaign

Cristina Blanaru Creativity, Marketing

Fanta launched Salutes Fight, a new promotion part of the global Fanta Play On! campaign.

The promo started in Romania on March 14th on and will run for 8 months, the designation of the big winner being scheduled for May 8th.

The winner of the big prize in this promotion will have the chance to become the 3D Fanta character that will appear in the next ad from the Play On campaign. Also, he/she will appear in the promo materials for Fanta: outdoor, press, online and innovative ads.

More than that, in this period, the users of www.fanta.ro have the chance to get numerous prizes and surprises every week: from watches to high tech gadgets and a trip to Port Aventura park in Barcelona.

Besides the traditional communication channel, Fanta’s promo is also supported through special online projects and digital apps.

This way, Fanta’s site includes also the Salutation Chain, an online app where users can customize their own Fanta 3D characters and select the moves to form their salutation moves.

Also, Fanta developed, in a partnership with  Yahoo, Fanta IMVironments, a personalized background for messenger that makes the ones that like to use this medium to really feel in the middle of Fanta’s community.

Along with classical banners, Fanta prepared for its fans interactive apps on Facebook and Hi5.

The Coca-Cola team involved in the campaign includes Andreea Stefănescu – Marketing Activation Manager SSDs Romania and Moldavia, Nicoleta Eftimiu – Senior Marketing Activation Manager SSDs Romania and Moldavia, Miruna Raclaru – Communication director Coca-Cola Romania and Bulgaria, Catalina Chiru- Communication department.

From McCann-Erickson, the team included Blanka Horvath- Account Executive, Florin Florea – Copywriter and Claudiu Stefan – Design.

On the other hand, MRM was present in this project through a team that included Alina Cuzmin – Group Account Director, Ramona Mandu – Junior Account, Bogdan Zavera – Art Director, Andrei Haţegan – Copywriter, Dany Manea – Senior Flash. In the same time, McCann PR ensured the communication with Lavinia Chican – Account Director, Ciprian Ene – Account Executive and Alina Huiban – Event Coordinator.

Another agency involved in the campaign was Carnation Group.