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Fanta Grape successfully brought its energetic brand identity into school ecosystems with a mission-led engagement program designed to activate Gen Z through physical challenges and digital submissions. By integrating multiple touchpoints—from photo missions to physical activities and manual registrations—the brand captured attention at every event while enabling a seamless shift from offline excitement to online reward claiming. This drove high user enthusiasm and unprecedented multi-mission participation across Bandung and Jakarta.
Bringing Fanta’s playful energy into the heart of Indonesia’s Gen Z communities
Fanta Grape expanded its brand presence by activating 13 school events across Bandung and Jakarta, creating an experiential playground that blended sports, creativity, and digital missions. Activities like Tarik Tambang, Basketball, Galasin, Poster Missions, and Sticker Cut Outs encouraged constant engagement, while peak performance at schools such as SMAN 13 Bandung and SMA Chartar Buana Jakarta delivered strong spikes in approval and redemption.
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Strengthen emotional connection with Gen Z through immersive multi-mission participation
Fanta aimed to reinforce its position as the beverage of fun, energy, and creativity by meeting Gen Z where they are—schools. The goal was to inspire students to participate in missions, earn points, and redeem exciting rewards while building a strong digital footprint for the brand. By combining offline activities with a digital layer powered by Grivy’s mission engine, Fanta sought to maximize daily engagement, reward meaningful actions, and gather performance insights to optimize future youth activations.
A multi-mission gamified framework blending offline challenges with digital validation.
A high-engagement school activation delivering 390% claim rate and strong multi-mission excitement
The campaign achieved exceptional participation metrics, driven by multi-mission mechanics that inspired students to repeatedly claim and upload multiple photos. The campaign demonstrated strong alignment between Fanta’s brand personality and Gen Z behaviour. Several high-performing schools proved that event–audience fit was optimal.
The activation reaffirmed that Fanta thrives when it brings fun directly into youth spaces. With strong behavioural insights and evidence of repeated participation, Fanta now has a proven blueprint to scale school-wide engagement nationwide.
