Title	FANTA SNAPOSTER
Brand	COCA-COLA GMBH
Product/Service	FANTA
Category	D01. Touchpoint Technology & Tech-led Brand Experience
Entrant	OGILVY GERMANY Frankfurt, GERMANY
Idea Creation	OGILVY GERMANY Frankfurt, GERMANY
Idea Creation 2	SCHOLZ & VOLKMER Berlin, GERMANY
Media Placement	MEDIACOM Düsseldorf, GERMANY
Production	PIRATES 'N PARADISE BERLIN, GERMANY
Production 2	TONY PETERSEN FILM Berlin, GERMANY
Additional Company	MOVEMENT London, UNITED KINGDOM
Additional Company 2	ACHTUNG! Hamburg, GERMANY
Additional Company 3	THE COCA-COLA COMPANY Berlin, GERMANY

Name	Company	Position
Dr. Stephan Vogel	Ogilvy Germany	Chief Creative Officer
Tim Stuebane	Ogilvy Germany	Managing Director Creative
Felix Fenz	Ogilvy Germany	Executive Creative Director
Mark Freeman	Movement	Creative Director
Florian Hucker, Stese Wagner	Ogilvy Germany	Creative Director
Annette Jans	Scholz & Volkmer)	Art Director
Igor Gripovski, Stephan Westerwelle	Ogilvy Germany	Art Director
Jana Schiebel	Scholz & Volkmer	Art Director
Simon Niedecken	Scholz & Volkmer	Copywriter
Leigh Pearce, Tom Shelton	Movement	Copywriter
Anke Roell	Ogilvy Germany	Copywriter
Simon Usifo	Ogilvy Germany	Managing Director/Head of Account Management
Laaiqah Aslam, Rebecca Evans, Will Hossner	Movement	Account Management
Marijana Kelava, Claudia Scheuber	Ogilvy Germany	Account Management
Rieke Kandel, Pia Tannenberger	Scholz & Volkmer	Account Management
Franka Mai	Ogilvy Germany	Strategy
Georg Ilse	Ogilvy Germany	Agency Producer
Sarah Cantillon	Movement Digital Ltd.	Strategy & Concept
Elena Forat, Sara Spangenmacher, Julia Jaeger, Waleria Horst, Joost Meinering, Catharina Wehrlin, Esma Meryem Evgen, Janine Gorczyk, Charlotte Athmann, Patricia Golasch, Anna-Magdalena Spengler, Leoni	all Teens/Freelancer	Design
Alexander Sascha Nickl	MediaCom Agentur für Media-Beratung GmbH	Influencer Management
Sofia Hiestermann	achtung! GmbH	PR
Florian Barz, Anke Petersen, Anne Reiners	Tony Petersen Film GmbH	Film Producer
Zoran Bihac	Tony Petersen Film GmbH	Director
Benjamin Kempe	PIRATES 'N PARADISE Berlin GmbH	Editor
Lia Luckfiel, Eva Bankoley, Andreas Johler, Rica Klitzke, Melanie Niekant, Lars Senhen	Coca-Cola GmbH	Advertiser's Supervisor
Leonie Tevs, Amrei Jannasch, Lilly Lückerath, Angelina Walter, Ellen Haski, Delia Sebben	all Teens/Freelancer	Design

Why is this work relevant for Brand Experience & Activation ?

We activated teens in their most relevant medium (Mobile) to design and shape the brand Fanta as they like – and in a way they like: we turned Snapchat into an innovative, intuitive designtool. WE TURNED EVERY TEEN INTO AN UNIQUE FANTA DESIGNER! – simply by using the sticker elements that we snapped. The best user generated design went from small screen to big screens: as out-of-home posters – WITH THE TEEN’S NAME ON IT! A new kind of poster flight – 100% designed by teens, 100% relevant for teens.

Background

Teens are Fanta’s top target group. But traditional media and advertising promises don’t reach and wow them anymore. The result: lower and lower sales. Our challenge: increase brand love and consumption of Fanta at the same time.

Describe the creative idea

Because teens know best what teens like, Fanta hands over the campaign to its most important target group: fully, officially, hooray! Fanta presents: SNAPOSTER – DESIGNED IN SNAPCHAT, PUBLISHED AS POSTERS.

Describe the strategy

We didn’t tell teens that Fanta is cool. We put the brand fully into their hands and invited them to create and design whatever they think is cool by using their favourite App Snapchat in an innovative way. We put the Fanta brand experience to a new and engaging level.

Describe the execution

We used Snapchat, teens’ app No. 1, as an innovative, intuitive design tool. Did we pay for the sticker function? Nope. We simply snapped colourful Fanta elements that the teens made into stickers by using the scissor function – activated by Germany’s most popular influencer Julien Bam in his and Fanta’s Snapchat channel. The teens created more than 4,800 unique Fanta motifs in Snapchat. The best user generated designs went from the small screen to the big screen screen – as out-of-home posters. This Fanta out-of-home campaign became highly teen relevant content that didn’t disappear automatically after 24h (like in Snapchat). With mobile use we made the classic OOH brand new. And 100% designed by teens.

List the results

• The target group shaped the brand: the teens spend 2,250 hours actively with Fanta • 4,800 unique designs were generated by the young users • 5.6 Mil. views and votes on Snapchat • 11,000 posters all over Germany reached 256 Mil. contacts But most importantly, we achieved something priceless: teens felt proud spotting their Fanta motifs on the streets – and shared and commented them enthusiastically – again in social media.