Objective: Make Fanta relevant and cool again
Fanta focused on an untapped opportunity around Halloween to deliver teens a VR experience so good that people queued for over two hours to see it, and delivered massive scale; it was seen over 21m times and helped end increase sales by +14.5%.
Halloween was an untapped opportunity for British food & drink brands
Fanta had become what 16-19s “used to drink as kids on family holidays". We needed a new focus to defend against the likes of Red Bull, and the global TV ad probably wasn’t going to convince UK teenagers Fanta was cool.
We didn’t have the budget to compete with big competitors over the summer, but out of necessity came opportunity. Halloween is a growing passion point for 16-19s, with a whopping £320m spend and 11.4m related searches – but because it is only relatively recently that Halloween has become a big retail event in the UK, it was being completely ignored by the category. This provided the perfect opportunity to drive cut through.
Why do 16-19s love Halloween? It’s all about experiences; from parties to dressing up to getting scared watching films. Documenting these moments is as good as the experiences themselves, providing them with coveted social currency.
Making Fanta the facilitator of Halloween fun
16-19s want new experiences that they can share and they ideally want them to be free. We’d make Fanta more relevant by being the instigator of this fun, providing unforgettable Halloween experiences.
At the heart of our activity was a fully immersive VR experience; ‘Fanta: The 13th Floor’. ‘The 13th Floor’ not only provided a 1-to-1 experience, but also the scale necessary to get the whole nation involved, all reinforcing Fanta's alignment with Halloween.
The 13th Floor – our own VR experience
‘The 13th Floor’ was brought to life over two weeks as a physical installation at two key hangouts for our audiences: Thorpe Park, the UK theme park famed for its annual Fright Night Halloween event, and Europe’s largest shopping centre, London’s Westfield Stratford.
At each venue, the first thing teens saw was our three large lifts. They were hard to miss – thanks to their size and the screams coming from within. When the teens reached the front of the queue, they put on a VR headset and stepped inside the lift. The doors shut behind them and the VR experience began.
On entering the lift, teens were met with a creepy Bell Boy who led them to a Halloween party on the 13th floor. The lift then malfunctioned, plummeting those inside further into the depths of the building, with something inescapably scary awaiting on every floor. People were terrified. They jumped, screamed, crouched in corners to avoid the virtual terrors and hid heads in hands, filling Westfield and Thorpe Park with screams.
Success relied on delivering the experience to more than just a lucky few. We used extra footage including GIFs, stills and reaction videos across a large scale social plan to drive traffic to view the 360 video for themselves.
Alongside this, Snapcodes on our bespoke Halloween cans unlocked progressively scarier Halloween lenses, which featured on our OOH too. And all of this created in little over seven weeks.
MediaCom Beyond Advertising, Kode Media, Create