Fanta Snaposter
By Ogilvy, Berlin, Germany
For Coca-Cola GmbH Brand Fanta
Highly Commended in category Design & Branding
In subcategory Digital - Online
Project Description
Teens are Fanta’s top target group. But traditional media and advertising promises don’t reach and wow them anymore. The result: lower and lower sales.
Because teens know best what teens like, Fanta hands over the campaign to its most important target group: fully, officially, hooray! Fanta presents: SNAPOSTER – DESIGNED IN SNAPCHAT, PUBLISHED AS POSTERS.
Because teens know best what teens like, Fanta hands over the campaign to its most important target group: fully, officially, hooray! Fanta presents: SNAPOSTER – DESIGNED IN SNAPCHAT, PUBLISHED AS POSTERS.
Agency Solution
We used Snapchat, teens’ app No. 1, as an innovative, intuitive design tool. We simply snapped colourful Fanta elements that the teens made into stickers by using the existing scissor function – activated by Germany’s most popular influencer Julien Bam. That way, WE TURNED EVERY TEEN INTO A DESIGNER! And did we pay Snapchat for it? Nope.
The teens created more than 4,800 unique motifs in Snapchat. The best user generated designs went from the small screen to the big screen: as out-of-home posters – WITH THE TEEN’S NAME ON IT!
This Fanta out-of-home campaign became highly teen relevant content that didn’t disappear automatically after 24 hours (like in Snapchat). A new kind of poster flight – 100% designed by teens!
The teens created more than 4,800 unique motifs in Snapchat. The best user generated designs went from the small screen to the big screen: as out-of-home posters – WITH THE TEEN’S NAME ON IT!
This Fanta out-of-home campaign became highly teen relevant content that didn’t disappear automatically after 24 hours (like in Snapchat). A new kind of poster flight – 100% designed by teens!