Coca-Cola (Thailand): Fanta Free Ride Fun Bus

The 2010 Warc Prize for Ideas and Evidence was created to identify case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from any country or industry sector, was judged by an international panel of senior marketers and agency chiefs, using the following weighting: strategy (20% of marks), integration (25%), results (30%), innovation (25%).

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Campaign Details

Advertiser: Coca Cola Company
Agency: Initiative Limited
Brand: Fanta
Campaign duration: June - Aug 2009
Campaign objective: Increase sales, volume
Country: Thailand
Media budget (USD): < $250,000
Media used: Newspapers (national), Out of home (all forms), Sponsorship (media), Television (broadcast)

Executive Summary