Challenge and Strategy

Faxe Kondi is one of the most popular soft drinks in Denmark and the primary local competitor to the multinational super brands. It was introduced in 1971 as the first energizing soft drink in the Danish market and since then advertised with local sports celebrity endorsement.

While maintaining a strong market position, improving brand engagement among young people has been the primary challenge in recent years.

Faxe Kondi has a wide public appeal and use, so we let the brand fight to take sports from the elite to everyone and encourage broad participation by demonstrating that you can Play Everywhere.

Idea

At the Euro Cup 2012 we saw an opportunity to expand the soccer experience by inviting everyone to participate in a national soccer game. All you needed to participate was the Kick Balls App. We turned the whole of Denmark into one big virtual soccer pitch, placed virtual balls all over the country via augmented reality and geotracking. Users could find them with the App – and kick them to win prices and compete with friends.

We created awareness through TV, outdoor posters, on-line banners, POS and product labels and engaged through Facebook.

The idea revitalized the brand heritage and demonstrated both the cause and playful attitude of the brand in an engaging and relevant way – tapping into the biggest sports event of the year. But more importantly, we have created a long term engagement platform, because the system allows us to place virtual balls in specific locations, at specific times, at specific events.

So with the app we have created a digital platform that allows the brand to engage with it’s fans whenever, wherever – independent of traditional media.

Results

• The App went to number one in the iTunes App store and Google Play within just two weeks.

• It reached 200.000 downloads equaling just around 10% of all smartphones in the country

• 50% of users were < 25. 20% were 25-34

• More than 1 million balls were kicked

• The Facebook fan base grew from 73.000 to 180.000

• Faxe Kondi saw a 115% increase in social media mentions

• TOM brand awareness up by 200% in the target audience

• Unaided ad awareness up by 200% in the target audience

• Preference up by 15%

• Market share up 4% (vs. 2011)