Fanta distributes free Jelly Fizz as reward for playing with the brand’s marketing message
Fanta is rewarding consumers with free fizzy drinks for ‘shaking up’ their marketing message, in three out of home executions across Sydney, Melbourne and Brisbane.
Created by Ogilvy & Mather in partnership with JCDecaux, the brand has launched three fridge Citylight panels with 30 magnets in each city, encouraging passers-by to create their own fun messages, and ‘Shake things up with Fanta.’
Passers-by who take photos with their creations and upload the image to a microsite can receive a Fanta Jelly Fizz for free from the out of home panel.
Alan Klein, head of creative solutions at JCDecaux said the campaign was a good way to interact with consumers over Easter.
“Our bright orange fridges are designed to capture attention and engage consumers with an interactive, immersive out-of-home experience that JCDecaux is renowned for,” said Klein.
Josh Gonski, brand manager at Fanta said it was the first campaign which gave teenagers the opportunity to “champion” the brand’s marketing.
“This campaign is part of our goal to create immersive brand experiences that will allow young people to engage with our brand, create their own unique content and talk about it with their friends through their channels and ours,” he added.
Boris Garelja, creative director at Ogilvy Sydney said: “We love the simple combination of instant gratification and playful creativity – and hope teens do too.”
The campaign will run at Pitt Street Mall in Sydney from 11 to 18 April, the Esplanade in St Kilda Melbourne from 11 to 19 April, and Reddacliff Place in Brisbane from 10 to 18 April.
- Credits:
- Client: Coca-Cola South Pacific
- Media Agency: UM
- Creative Agency: Ogilvy & Mather
