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F&N: Dancing with the Mob!

Agency: IPG Mediabrands

Client Brand: F&N

Challenge

F&N Fun Flavours has been the symbol of FUN in Malaysia and was threatened by Fanta’s launch. Both targeted youth.

F&N had to continue to own “FUN” in an excitingly infectious manner with a segment that is very cynical towards advertising. We could not allow our “Fun Drink” and Awareness scores to erode.

Solution

Malaysian youth love Reality dance programmes and events! However, they are a shy bunch. A significant majority are spectators, NOT participants.

We realized that if a group danced together, it will take away the fear of having to dance alone. So we decided to organise a massive dance mob in youth infested Bukit Bintang. But it was no ordinary mob!

Marrying, F&N custom dance with Augmented Reality, F&N made them the STARS of their own Augmented Reality dance show.

Execution

We engaged them in three phases:

Trigger - Marrying F&N Custom Song & Dance with Augmented Reality, we seeded training videos to trigger frenzy.

Amplify - TV Hosts and Radio DJs ignited interest with videos of them doing the dance. The largest LED screen was hijacked and converted into an AR screen.

Participate - An AR app on F&N’s facebook, allowed youth to dance anytime and anywhere, culminating in Malaysia’s largest dance mob, generating extensive coverage.

Case 1 – Social by Design

Result

In a competitive carbonated drinks category:

_25,000 participated in Largest Ever AR Dance Mob.

_91% youth were reached (3.86 million).

_+18% in “Spontaneous Brand Awareness” & +17% in “Fun Drink” scores vs one year ago.

_F&N grew 3.5% in volume share, outperforming category growth.

Source: IPG Mediabrands, Andrea.Mathew@mbww.com