Athens, Greece – Rakuten Viber, The Coca-Cola Company , and Mindshare, won the Silver Award at the Digital Media Awards 2024 in Greece for Best Innovative Service, recognizing their media-first Fanta campaign. The ceremony, held at the Markou Wine Museum, celebrated top innovations in the digital media space.
The Fanta campaign, launched during Greece’s vibrant carnival season, introduced two groundbreaking solutions on Rakuten Viber:
- Branded Viber Gems: Fanta-themed animations were activated by carnival-related keywords and phrases in users' chats and brought the celebration spirit to life. In Greece alone, Viber Gems are used approximately 7.3 million times each month, highlighting the significant reach and impact of this innovative approach.
- Branded Viber Lenses: Powered by Augmented Reality (AR) technology, these interactive lenses allowed users to embellish their photos and videos with festive carnival themes, encouraging user-generated content and deepening engagement with the Gen Z demographic.
Both the Fanta-branded Lenses and Gems were promoted externally and within the app through the official Rakuten Viber Greece channel and a banner on the Explore screen.
The Coca-Cola Company became the first company worldwide to use branded Viber Gems and the first to launch branded Viber Lenses in Greece. During the two-week campaign, over 5.6 million Fanta-branded Viber Gems appeared in the chats, and more than 256,000 users engaged with the AR-powered Lenses. Impressively, 13.5% of those who tried the Lenses shared their photos with others.
"We're thrilled to see our collaboration with Rakuten Viber recognized on such a prestigious platform. The implementation of branded Viber Gems and Viber Lenses marked a significant innovation in digital marketing, resonating strongly with the target audience of the campaign," said Maria Fitta, Media Operations Senior Manager Greece, Cyprus & Malta, at The Coca-Cola Company.
Nikos Syrios, Sales Manager, CEE at Rakuten Viber, added, "This award is a testament to our mission to empower local businesses with innovative digital solutions. Our collaboration with Coca-Cola Hellas and Mindshare has pushed the boundaries of what's possible in digital media, and we are honored to have been part of this journey."
To learn more about Rakuten Viber’s innovative advertising tools, feel free to reach out to our team.
