Fanta
|
France
How a Halloween event campaign for three limited-edition cans drove awareness for the Coke App.
Awareness
First Impressions Takeover
Custom Notification
🧠
Ad Recall
🛒
Purchase Intent
🔥
Unique Reach
THE BRIEF
Driving Coke App awareness through a horror-themed Halloween activation
For Halloween, Fanta launched an event-based campaign to promote three limited-edition cans, each associated with an iconic horror character (Chucky, Freddy, The Grabber). The objective was to generate awareness for the Coke App for specific target groups, using BeReal's user interests-based targeting.
THE STRATEGY
A First Impressions takeover paired with a custom notification
By leveraging a First Impressions placement, the campaign secured premium share of voice and guaranteed early-feed dominance, ensuring the limited-edition cans and Coke App messaging achieved immediate cut-through during a highly competitive seasonal moment. In parallel, Fanta customized the iconic BeReal notification on the day of the campaign, to amplify campaign momentum and reinforced event-based urgency. All BeReal users received a unique notification that stood out from their daily habit and sparked curiosity. Creatively, the campaign subverted classic horror tropes by transforming iconic characters such as Chucky, Freddy, and The Grabber into a playful “product race,” allowing the brand to tap into culturally relevant entertainment codes.
THE OUTCOME
Playful creative delivered strong upper-funnel results
Together, these activations created a high-impact and culturally relevant campaign that strengthened awareness and memorability for the Coke App among younger audiences.
The campaign delivered clear brand impact, with +8pts in ad recall, +2pts in brand image and +3pts in purchase intent. These results highlight the power of combining high-impact formats, relevant creative and native BeReal activations.
