TAB Magic Millions. We needed to create an eye-catching brand activation to drive partnership awareness of TAB’s association with the 2022, The Star Gold Coast Magic Millions Carnival.
Fanta needed to position itself as the unrivaled choice in the flavoured beverage market, capturing a broader audience and differentiating from competitors. Overcoming limited point-of-sale opportunities, the aim was to create an unparalleled promotion at Coles Express.
Fanta rolled out the "Colourful Adventures" promotion, a vibrant three-month event that appealed to all ages, capitalising on the playful spirit of Australians with Augmented Reality-based games. The Idea Shed played a pivotal role, formulating a solid strategy, spearheading the creative process, and overseeing the digital production, including the creation of a specialised microsite. Our detailed planning and promotional management were crucial in amplifying the campaign's reach and effectiveness.
Fanta's "Colourful Adventures" shattered expectations, repositioning the brand as the go-to choice for a wider audience. The promotion generated a surge in foot traffic and consumer engagement, driving penetration and frequency. With captivating AR gamification, Fanta enthralled participants, awarding irresistible prizes like an orange retro Kombi van, UE Booms, and $50k holidays. This dynamic and inclusive approach resonated with Australians of all ages, establishing Fanta as a leader in the flavoured beverage market.