mobileYouth® by Youth Research Partners

Fanta (a Coca-Cola Brand) together with Teenwise Media Limited produced an annual series of regional dancing and singing contests throughout Kenyan high schools.  Culminating in a year end national competition and awards ceremony known as Chaguo La Teeniez Awards, the ongoing campaign successfully transformed the Fanta brand as an exclusive kids drink into a vibrant young adult beverage.  The events acted as a permission asset, allowing the brand access to engage with young Kenyans in an authentic way that creates an enormous amount of social currency among this demographic.  Regional activities are planned by the  students empowering them to take ownership while participants form groups and practice all year long for a shot at stardom.

The djuice youth brand  of mobile phone operator Telenor Pakistan has been active on ground activities for years but still wanted to create more engagement by linking such ground activities with its digital assets.  Their solution was to partner with the well established youth brand Red Bull on an activity which was never previously explored in this region.  In a market where cricket is the game played and watched the most, Red Bull Street Style offered football (soccer) enthusiasts a chance to take the stage and showcase their best talents.  Exchanging the links for djuice website/ djuice facebook page and Red bull official facebook page, the entertaining competition drove community both digitally and offline.