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2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

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From the 12th Annual Shorty Awards

The Snack Saga

Finalist in Food & Beverage

Silver Distinction in Creative use of Technology

Entered in Gamification

About this entry

Problem - Fanta needed to present to their audience the new face of the campaign – The Mouth – a 3D animation developed by The Coca-Cola Company.

Objective - Generate brand awareness using a branded content strategy targeting young adults.

Briefing - Create engaging content to promote The Mouth. The most important requests were to make the character look cool and bring moments of joy to the audience.

Why does this entry deserve to win?

Gameloft, Fanta and Ogilvy Brazil teamed up to develop an innovative project: a voice-controlled game promoting Fanta's campaign for The Mouth.

The idea behind Fanta's campaign was to position itself as a fun brand for young adults - a difficult task considering that wrong messages to that audience can flop an entire campaign.

Throughout the creative process, both Gameloft and Ogilvy Brasil sought a solution that would fulfill the goal of entertaining young adults while illustrating the campaign identity carrying the slogan "Seu boca Pede Fanta" (“Your mouth asks for Fanta”).

The result was “A Saga dos Lanchos” (The Snack Saga), a platform game whose goal is to eat the higher number of snacks and take as many Fanta’s as possible. The most amazing feature of the game was how the main character was controlled: instead of touchscreen or keyboard, The Mouth was controlled by voice - gameplay developed by Gameloft exclusively for the campaign – the loudest player screamed FANTA, the higher the mouth would jump.

The Snack Saga is playable here: https://game-portal.gameloft.com/2093/sites/coca_cola_fanta_br/

The whole campaign created by Ogilvy was supported in a Content Hub named FantaPlay (https://play.fanta.com.br/) and the game developed by Gameloft was one of the most important pieces of content available in the hub.

The slogan and The Mouth were printed on Fanta cans with a QRcode and the audience needed scan the can to access a Hub.

Gameloft also promoted the game in its own media inventory and the call to action after the gameplay redirected the users to the content hub.

Gameloft and Ogilvy took the game to malls where hundreds of people played and shouted FANTA. The activation amused not only teenagers, but adults - playing and watching the game fulfilled its role to bring laughs!

Results

Fanta is one of the most important brands to Coca-Cola Company in Brazil and it already has an excellent market share. Every year the brand launches a campaign focusing the marketing efforts on innovation to keep Fanta young and fun.

The campaign was considered a success accomplishing main objectives: increase brand awareness to Fanta delivering engaging content to young adults.

Gameloft saw 8,109,808 impressions, with 2,956,456 engagements and a 36% engagement rate.

BROWSER MINI-GAME

277,817 Impressions

117,811 Engagements

3,962,973 Total Minutes Spent Playing

42% Engagement Rate

MINI-GAME PROMOTED ON GAMELOFT’S INVENTORY

8,109,808 Impressions

2,956,456 Engagements

1,881,275 Total Minutes Spent Playing

36% Engagement Rate

Media

Video for The Snack Saga

Produced by

Gameloft, Fanta

Links

Entry Credits