By Futaim Bakhit Al Falasi
Students from ZU yesterday visited Memac Ogilvy one of the largest marketing communications networks in the world. Students got to know more about a fantastic case-The Fanta Case, and Ramzi Mourtan the creative director described it, "It's the first time in the world that coca cola have ever done a thing like this."
The Fanta Case started when the company received a piece of TV commercial from their office in London, "They said here is an ad make it work for your part of the world," said Ramzi. He added that "An ad doesn’t always help us, because people do not always watch TV, especially the young target audience".
Ramzi told the students "It's very difficult to get people to be engaged to the brand, and actually feel the brand and understand what you want to say." So he said that the agency took the ad from a TV commercial and understood the idea, then they re write the idea by doing a projection in Dubai mall.
In the projection, there were 5 to 6 companies involved, "it was a really logistical nightmare," said Ramzi.
The cost of the projection was a 130,000$. Around 9,000 to 10,000 people watched the show in Dubai Mall and we got more than 200,000 hits in YouTube.
"Facebook is becoming the number one choice for the youth brand marketing", said Ramzi. So, part of the plan was pushing everything to the Facebook game called – Fanta Chase.
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