2020 Brand Experience & Activation

FANTA HALLOWEEN – HAUNTED BY THE DARK

TitleFANTA HALLOWEEN – HAUNTED BY THE DARK
BrandFANTA
Product/ServiceFANTA DARK ORANGE
Category A01. Fast Moving Consumer Goods
Entrant OGILVY | SOCIAL.LAB BELGIUM Brussels, BELGIUM
Idea Creation OGILVY | SOCIAL.LAB BELGIUM Brussels, BELGIUM
Media Placement OGILVY | SOCIAL.LAB BELGIUM Brussels, BELGIUM
Production OGILVY | SOCIAL.LAB BELGIUM Brussels, BELGIUM
Post Production OGILVY | SOCIAL.LAB BELGIUM Brussels, BELGIUM
Credits
Name Company Position
Bill Bilquin Ogilvy Social.Lab Senior Copywriter
Sébastien Stevens Ogilvy Social.Lab Senior Art Director
Gabriel Araujo Ogilvy Social.Lab Creative Director
Clémentine Bailly Ogilvy Social.Lab Senior Art Director
Sabrina Schuller sabrina.schuller@social-lab.eu Account Director
Sophie Gagey Ogilvy Social.Lab Business Director
Mathieu deMoor Ogilvy Social.Lab Head of Media
Rogin Roldan Ogilvy Social.Lab Social Media Strategist
Stefan Bisoux Ogilvy Social.Lab Influencer Marketing Practice Lead
Caro Soons Ogilvy Social.Lab Copywriter
Pieter Decanniere Ogilvy Social.Lab Senior Copywriter

Why is this work relevant for Brand Experience & Activation?

Fanta reinvented the classic horror story format to create a social native experience that reached teens in a new way and delivered a strong performance against the business objective. We succeeded to bring the limited edition of Fanta Dark to our audience through a personalized and interactive branded experience on social media. Our understanding of social content consumption behavior led to an highly effective use of a wide variety of innovative engagement features including a unique chatbot experience and Snapchat codes on products and DOOH, directly leading our audience to the branded experience on social media.

Background

Fanta, one of the most iconic brands in the world, is leading the way in the fruit-based sparking drinks category, and since 2017 is showing a sustainable growth handing over power to teens (new positioning). Fanta is a playful brand that has FUN at the core of its DNA. Therefore, to be the FUNniest brand for teens (core audience 13 - 19), we keep innovating year after year, making the Fanta brand eco-system even more appealing to them. To further increase consumption and brand relevance toward the young generation, Fanta claimed - for the 3rd year in a row - Halloween, a growing social occasion among teens.

Describe the creative idea (20% of vote)

Teenagers, both thrill-seekers and true digital/social natives, are looking for unexpected digital experiences with a flawless and intuitive interplay between digital touchpoints. So, we provided them an exhilarating interplay of dark fear and terrifying fun through an engaging social experience that combined innovative social features on different platforms into one thrilling digital Halloween adventure: “Haunted by the dark”, a scary Youtube mini-series. The limited edition of Fanta Dark was at the epicenter of the campaign, subtlety placed in an interactive way to make teens engage with the brand. The series was about two Begian influencers (Kastiop and Blackcrook) being dragged into the 4-part original horror story of Professor Evilami and his old orphanage. One of them was kidnapped by the evil professor, while the other went looking for him.

Describe the strategy (20% of vote)

To truly activate our audience, we opened up the story to the audience, offering them native interactive experiences through spine-tingling Snapchat lenses. The audience could also unlock the lenses by scanning the Snap codes on product packaging and DOOH placements. Alternatively, DOOH included a QR code that led the user to the final episode of the series. Moreover, highly engaged viewers were re-targeted with a frightening trick-or-teat Facebook chatbot where our evil professor, the narrator of our chatbot, could interact with our audience. Users were asked to help safe the kidnapped influencer by solving four games (puzzle, math probs, spot the difference… ). To add more tension, a countdown time was constantly reminding them that the clock was ticking. Throughout the experience, teens received push notifications, continuously haunting users with threats like horrific audio messages

Describe the execution (30% of vote)

As it was a social-first campaign, all content was crafted carefully to thrive in a mobile environment with in-video calls to action, subtitles for sound-off viewing and subtle branding to ensure the story felt authentic. The platform mix comprised of the two influencer YouTube channels and three paid social media platforms, with Instagram and Snapchat at the core and Facebook as support channel and the following activation placements: Snapchat Ads (engagement), Instagram Stories (Traffic), FB Newsfeed, Messenger & Inbox (traffic) On top of that, we leveraged DOOH and Snap codes on products to drive traffic to our social experience from offline touchpoints. Over the course of four weeks, we launched four different episodes, with the number of activations growing throughout the campaign.

List the results (30% of vote)

The campaign delivered a strong performance against the business objectives… - +7% in P4W consumption** - 84% top-of-mind awareness for Fanta amongst Belgian teens - +8pp* on the “Brand I Love” metric vs previous year … thanks to the success of our social experience. - Media campaign reached 81% of Belgian teens. - 6.52% view-through rate on Snapchat, beating the 2019 benchmark of 5.45% - The chatbot layer was very well received : o Almost 2000 teens and young adults started a conversation with the chatbot (13-24 yo’s) o 63% completion rate o 8 minutes average play time, where our audience was fully exposed to Fanta!