JCDecaux dropped three fridges designed by Ogilvy & Mather into Sydney, Melbourne and Brisbane as part of Fanta’s new campaign which encourages consumers to shake up its marketing message in an innovative out-of-home execution.
Coca-Cola South Pacific’s new campaign is asking consumers to “Shake things up with Fanta”- handing over the marketing to teens to express their extraordinary creativity and have fun by designing what they would want to see. This coincides with the launch of its new sensory range of drinks, starting with Jelly Fizz; the first soft drink you actually have to shake. Jelly Fizz is a fanta flavoured soft drink blended with juicy liquid jelly pieces that is activated once you shake it 10 times. Don’t worry; it won’t explode!
In partnership with UM and Ogilvy & Mather, JCDecaux created three custom-built fridge Citylights panels in the CBD precincts of Sydney, Melbourne and Brisbane. Each fridge will feature a range of words on 30 magnets and encourages passers-by to shake things up by changing and creating their own fun messages. By photographing their creations and uploading the image to a microsite, the fridge dispenses an icy cold Fanta Jelly Fizz as a reward.
“This is a great way that consumers can have some fun with the Fanta brand over the Easter period, when many young people are in and around the city. 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 Alan Klein, Head of Creative Solutions, JCDecaux.
Fanta Brand Manager, Josh Gonski, said: “This is our first ever campaign where teens will champion our marketing and this unique execution by JCDecaux is a really fun way to give teens the tools, or in this case, magnets to do it and shake things up. It also offers the opportunity to be rewarded and experience our new Fanta Jelly Fizz.
“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.”
Boris Garelja. Creative Director, Ogilvy Sydney said: “We love the simple combination of instant gratification and playful creativity – and hope teens do too.”