Halloween was identified as a key cultural occasion to connect with Fanta’s teen target audience and encourage collaboration. We used a Snapchat-led strategy to position Fanta as THE drink for this cultural occasion, and to meet the business objectives of increasing transactions in 2017. In the longer term, we wanted to form a lasting association between the occasion and the brand.
The creative idea for Halloween was this: Distort Reality. Teens and Fanta would collaborate to distort reality and prank the internet, predominately using Snapchat. By twisting seemingly ordinary Fanta content through distortions and glitches that were subtle to start with, Fanta played pranks that became creepier in the run up to Halloween.
All assets produced reflected both the overarching creative strategy; that Fanta fuels collective fun starting from the product, and the campaign idea; that teens collaborate with Fanta to create its marketing.
London-based Artist Noma Bar was commissioned to create four spooky character designs for Fanta for use across different flavours packs. To help increase transactions of the Halloween packs, we included a Snapcode on the back of the product that unlocked exclusive Snapchat lenses or filters.
We created five lenses and five filters, with the content changing daily to encourage repeat transactions through variable rewards. The content rotated for 90 days, from the start of September to the end of November.
On top of the content unlocked from pack, we also ran national lenses and filters in all Western European markets on the day of Halloween. Snap Ads helped raise awareness of the campaign by teasing the exclusive Snapchat content, encouraging consumers to purchase.
Fanta Halloween has become one of the most successful ever brand activations on Snapchat. A highly engaged teen audience of 25 million unique users interacted with the campaign, generating over 137 million impressions. More than 1.14 million on-pack Snapcodes were unlocked; the average engagement rate from swipe to use was 37%.
Snapchatters played with the creative for an average of 37 seconds each – which, according to Snapchat, was one of the highest averages they have ever seen, showing how engaged users were with the campaign.
Entrant Company: Movement
Creative Directors: Mark Freeman, Tim Ash
Creative: Tom Shelton
Designer: Gia Varvarigou
Account Director: Will Hossner
Senior Account Manager: Rebecca Evans
Account Executive: Laaiqah Aslam
Media Agency: Universal McCann
Strategy Director EMEA: Jack Graham
Head of Strategy EMEA: Tom DiSapia
Group Account Director: Santiago Martínez González De Ubieta
Production Company: Lolly Studios
Creative Directors: Leigh Pearce, Olly Hayes
Senior Brand Manager: Caroline Kraft / Fanta
Head of Content: Marta Carreras Cancelo / Fanta
Media and Connections, Senior Manager: Beatriz Rodriguez Oliveira / Fanta
Senior Content Manager: Melanie Niekant / Fanta
Content Marketing Manager: Mónica Rubio / Fanta
Senior Content Manager: Javier (Jurro) Pizzaro Gómez / Fanta
Senior Digital Acceleration: James Simpson / Fanta
Advertiser Brand: Coca-Cola Western Europe