CORRECTING ERROR 404

To get the attention of tweens and direct them to Fanta Play, when tweens visited their favourite sites, they were shocked with the label: ERROR 404 - Fun Not Found. This was originally inspired by the Error 404 server error.

We ensured the most entertaining and fun digital destinations for tweens (movies, games, music and blogs) were targeted. When they arrived at their favourite site, it suddenly turned grey and content disappeared. The gray color matched content on Fanta Play where characters were turning grey because they had stopped playing.

As tweens attention was suddenly focused on the screen, our Fanta characters then appeared and gave our audience the message of ‘saving the source’ and invited them to play more

With 404 Fun Not Found, in just one day, we reached the curiosity of nearly 1.7 million tween’s clicks with almost 1 million impressions, making them rapidly aware of the value of fun.

Our display strategy saw nearly 400,000 unique visits to the ‘Save the Source’ landing page and receiving over 87,000 fully connected, active users to start the campaign.