Task:
Organize a collaboration between Fanta and Ninety One, integrating the brand into youth music culture through a large-scale event and audience engagement.
Our role in the project:
- Conducted negotiations between Fanta and Ninety One, ensuring that the partnership met the interests of both parties.
- Coordinated the process of concluding the agreement, helping to adapt the festival concept to the style of the band.
- Ensure a balance between branded activity and the creative freedom of the artists.
What was implemented:
- Fanta Fest is a series of concerts of the band, organized by the brand.
- A unique challenge for fans, where 150 participants recorded covers of Ninety One songs, and the best received free tickets to the concert.
- A completely sold-out Almaty Arena, which became a venue for a large-scale performance by the band.
Results:
- Sold-out Almaty Arena — 10 thousand fans became part of the project.
- High level of audience engagement within the framework of the challenge and brand activity.
- Strengthening Fanta's position among the youth audience of Kazakhstan through cooperation with Ninety One.
- Ninety One strengthened their status as key artists of q-pop, confirming their influence on the younger generation.
The Fanta x Ninety One collaboration became an example of successful integration of the brand into the music industry, uniting fans through music and an engaging digital format.