Ogilvy launches ‘unbottle the fun’ campaign for Fanta
Ogilvy has launched a new campaign for Coca-Cola orange drink brand Fanta.
The announcement:
7 November 2012, Sydney Australia – Coca-Cola South Pacific has today unveiled the FANTA Unbottle the Fun campaign, calling on Aussie teens to add a bit of spontaneity to their everyday lives through a series of tongue-in-cheek ‘Funstigator’ challenges.
The core activity of the summer campaign is a FANTA Funstigator app available on the FANTA Australia Facebook page at www.facebook.com/FantaAustralia and as a smartphone app from the Apple App Store or Google Play. Through the FANTA Funstigator app, users can take on Funstigators challenges as well as well as send them to their mates, earning points and competing for a range of prizes including Playstations 3s and Sony High Definition Cameras
The FANTA Unbottle the Fun campaign runs until December 31st across multiple touch points including specially marked FANTA products which carry Funstigators challenges, cinema, mobile and digital media. FANTA will roll out a range of interactive executions across out-of-home (OOH); in-store point-of-sale (POS); and augmented reality activations in shopping centres across Sydney, Melbourne and Brisbane.
“Every summer, there are things that don’t change. Pants get shorter, water gets warmer and Aussies spend their time trying to find things to do,” said Delia Maloney, FANTA marketing manager. “The FANTA Unbottle the Fun campaign is an exciting new way for teens to kick-start the fun with their friends through a series of light-hearted challenges.”
To kick-off FANTA Funstigators, FANTA is partnering with one of Australia’s most outgoing blokes, Nathan Jolliffe – who showed us how to have fun on The Amazing Race Australia and Celebrity Apprentice Australia. The gauntlet will be thrown down to Jolliffe to undertake ‘Five Days of Fun with FANTA’; where he’ll tackle a series of Funstigator challenges
The Five Days of Fun with FANTA will run from November 12 – 16, officially kicking off the FANTA Unbottle the Fun campaign for the summer. The FANTA Australia Facebook community will set the Funstigators challenges for Jolliffe with content captured to share online.
“Nathan Jolliffe is the perfect fit as an adventurous, cheeky brand ambassador to launch the campaign with Five Days of Fun with FANTA,” continued Maloney.
The first 30,000 downloads of the app will be eligible for a free 600mL FANTA from BP Service Stations, while stocks last.
Limited Edition FANTA Orange Funstigators packs are available in the following formats – Small PET: 450mL, 600mL, Large PET: 1.25L, 1.5L, 2L.
Source: Ogilvy press release
