FANTA HALLOWEEN – HAUNTED BY THE DARK

Bronze Eurobest Award

Case Film

Presentation Image

TitleFANTA HALLOWEEN – HAUNTED BY THE DARK
BrandFANTA
Category B09. Use of Social Platforms
Product/ServiceFANTA DARK ORANGE
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 Media?

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. Our understanding of mobile content consumption behavior led to highly strategic media placement and retargeting, successfully sustaining attention over 4 weeks through dynamic content that was perfectly crafted for Social storytelling. Lastly, we leveraged the native features of each platform to offer a deeper engagement experience, inviting the audience to participate in the narrative through Snapchat lenses and our Facebook chatbot.

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 / insights (30% 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)

Our BELUX audience aged between 13 and 19-years-old could exclusively watch the full episodes on the YouTube channels of the influencers. To truly emerge our audience into a unique horror experience, we built the following three media phases: 1. MOMENTUM BUILDING: Instagram and Snapchat were used to tease every episode, leaving viewers on edge with unexpected twists and nail-biting cliffhangers. 2. (RE)ENGAGEMENT Next, we deployed a targeting mechanism to enhance brand awareness and optimize views. For each episode, we re-targeted the audience based on their trailer video viewing behavior. 3. ACTIVATION 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. Finally, highly engaged viewers were re-targeted with a frightening trick-or-teat Facebook chatbot where they were asked to solve four games.

Describe the execution (20% 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 placements: 1. MOMENTUM BUILDING: Instagram Stories (awareness), Instagram Feed (reach) & Snapchat Ads (awareness) 2. (RE)ENGAGEMENT Instagram Stories (traffic), Snapchat Ads (Drive-to-website) 3. ACTIVATION Snapchat Ads (engagement), Instagram Stories (Traffic), FB Newsfeed, Messenger & Inbox (traffic) On top of that, we leveraged DOOH and Snap codes on products to traffic to our social experience from offline touchpoints. Over the course of four weeks, we launched four different episodes, each tied to the different media phases to reach, engage and activate our audience.

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 … as well as awareness outcomes. - Media campaign reached 81% of Belgian teens. - 6.52% view-through rate on Snapchat, beating the 2019 benchmark of 5.45% - Average playtime of 8 minutes achieved on the Facebook chatbot.