Fanta Partnered with JioSaavn To Launch Their New Apple Flavour!
Fanta worked with JioSaavn to launch & promote their all-new and refreshing ‘Fanta Apple.’ JioSaavn targeted relevant audiences to position Fanta as the perfect companion to feel playful and make listeners feel that every sip of Fanta apple had a bite of
August 2022
Objective: Build Brand Awareness About Fanta’s New Launch, Fanta Apple
Fanta was launching their new apple-flavored drink and wanted to position itself as the perfect companion to feel playful and as a drink that had the taste of a real apple in every sip. The teams together worked to build top-of-the-mind recall, brand love, and the ideal playful positioning for their new launch by leveraging the power of audio advertising. With the objective clearly defined, it was time to execute and, JioSaavn delivered!
Strategy: Using ASMR, Via The Power Of Audio, To Convey That Every Sip Of Fanta Apple Has A Bite Of An Apple In It
The JioSaavn team worked with Fanta to build a plan that was innovative and well-executed. Using ASMR along with powerful audio and display ad experiences, the Fanta team saw over 5M audio spots being delivered! The idea was simple but thorough. Imagine biting into an apple and its crunchy refreshing taste. Now picture opening a brand new bottle of Fanta and breaking the seal - satisfying, isn't it? That's exactly what the JioSaavn team recreated. We indulged listeners by using the sound of an ‘Apple ki bite’ by using ASMR-produced ads to communicate the connection between Fanta Apple and the bite of an apple. ASMR has been dubbed a brain massage since it's so relaxing to the mind and body. By using ASMR-produced ads, JioSaavn was able to capture the listeners’ attention very creatively which was appreciated by the Fanta team as well.
Also coming up with the concept of “Unlock your mood with Fanta apple” we used a double CTA strategy to create two playlist associations. The strategy allowed listeners to choose between ‘party now’ and ‘groove now’ as per their mood which led them to engage with the ads better.
Leveraging the ASMR-produced ads & fun, specially curated playlists, JioSaavn portrayed Fanta Apple as a refreshing drink that had a fun apple-flavoured taste.
Results: Fanta-stic Results That Left A Lasting Impression!
The campaign and all the thought behind it paid off really well when JioSaavn delivered over 34MM display impressions! Not only that, Fanta achieved a 3% CTR which was 3x higher than the platform average. The partnership with JioSaavn was like a gift that kept on giving for Fanta with a Listen through rate of 92% and a unique reach of over 2.45MM.
Looking to create campaigns that are written down in history? Write to us at advertising@jiosaavn.com.
