The Coca-Cola brand, together with Ogilvy & Mather and CIA Medianetwork, set up jackpot machines in bus shelters in four high-traffic areas of the city. Consumers have a one-in-six chance of hitting the jackpot and are rewarded with a free can of the Pineapple drink.
Elsie Tsui, Coca-Cola Hong Kong external affairs manager, said the execution was part of the Fanta 'Fun Time' campaign, which also includes a TVC to introduce the flavour.
Fanta prepared 27,000 cans for the promotion, which saw teenagers queuing up to try their luck, according to Jasmine Tsang, CIA Hong Kong senior media planner. "Because teens were the target audience, we needed something exciting, which they do not expect to see in the streets of Hong Kong."
The campaign also helped to give the brand a higher profile in the crowded beverage market, said O&M Hong Kong account director, Angela Tsui. "It sustains the fun and exciting image of Fanta and underline that the brand has a range of flavours to choose from - orange, grape, green apple, lime, lychee, fruit punch and now pineapple."
