Fanta, ‘Snaposter’
This idea was created as part of the overarching FantaXYou toolkit.
Answering the question ‘How do we hand over Fanta’s advertising to teens?’, a strategic policy for our work on Fanta was to use the latest features on the most popular platforms that could engage the audience to create disruptive UGC.
Our creative response was SNAPOSTER – DESIGNED IN SNAPCHAT, PUBLISHED AS POSTERS.
Making use of the new Stickers feature on Snapchat - an innovative, intuitive design tool - we invited the audience to screengrab and cut out elements of the Fanta brand (oranges, bottles, llamas etc.) and create advertising posters for Fanta, the best of which we would then run on digital out-of-home.
The best user generated designs (via 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.
And we didn’t need to pay Snapchat a penny.
The Snaposter campaign ran successfully in Germany, executed by Ogilvy, winning awards at the Effies, AWCs and the Lovies. 4800 posters were designed, 17,600 votes creating 11,000 OOH posters around the country.
Adverts 100% created by teens, 100% talking to teens, 100% relevant to teens.
Credits
Agency: Movement
Creative Direction & Strategy: Mark Freeman
Creatives: Tom Shelton, Leigh Pearce
Campaign activated in Germany by Ogilvy and Scholz & Volkmer