Title | FANTA SNAPOSTER |
Brand | COCA-COLA GMBH |
Product/Service | FANTA |
Category |
E03. Technology |
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
|
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 Lueckerath, Angelina Walter, Ellen Haski, Delia Sebben |
all Teens/Freelancer |
Design |
Teens are Fanta’s top target group. But traditional OOH doesn’t reach and wow them anymore.
Because teens know best what teens like, Fanta hands them over the campaign: fully, officially, hooray! Fanta presents: SNAPOSTER – DESIGNED IN SNAPCHAT, PUBLISHED AS POSTERS.
We used Snapchat, teens’ app No. 1, as an innovative, intuitive design tool. We simply snapped colourful Fanta elements that the teens made into stickers by using the existing scissor function. That way, WE TURNED EVERY TEEN INTO A DESIGNER! And did we pay Snapchat for it? Nope.
The teens created more than 4,800 unique motifs in Snapchat. The best user generated designs (online-voting) went from the small screen to the big screen: as OOH posters.
The OOH campaign became highly teen relevant content that didn’t disappear automatically after 24 h (like in Snapchat).
With social media we made the classic medium “Out-of-home” brand new. And 100% designed by teens.
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.
So we didn’t tell teens that Fanta is cool. We put the brand fully into their hands – fully, officially, hooray! – and activated them to create whatever they think is cool – with their favourite app Snapchat. A new brand experience on a directly engaging level!