The Coca-Cola Company knows how to keep its 78 year old brand, Fanta, young and fun by focusing marketing efforts on innovation appealing to teen audiences. In order to connect with … read morethe hard-to-reach teenager, they teamed up with leading mobile game developer – Gameloft, and agency - Oglivy Brazil, to bring an innovative marketing campaign to life. With the goal to entertain and engage as well as introduce the new face of the campaign - The Mouth, Gameloft and Oglivy sought out unique solutions that would break through the advertising clutter and reach teenagers. Leveraging Gameloft’s extensive game development expertise, the campaign was designed to drive engagement with an exclusive game for Fanta, featuring a 3D animation of The Mouth (developed by The Coca-Cola Company), which further reinforced Fanta’s newest slogan - 'Seu boca Pede Fanta' ('Your mouth asks for Fanta'). To ensure the brand messaging was relevant and resonated with the target audience, Ogilvy invited teenagers to participate in the creative process. Working together the Fanta campaign was formed, boasting the exclusive game, prominently featured in Fanta’s digital content hub as well as in the real world on DOOH in a popular shopping center for a three-day activation, supported by brand ambassadors. Within the selected mall, the gamified digital out of home unit invited teens to play by using their mouths/voices as the game controller. Equipped with a microphone, participants would simply have to yell Fanta to make The Mouth jump. The spectacle of teens playing the game and yelling captivated the attention of other shoppers who could easily join in on the fun by contributing their voice to say 'Fanta' louder and get The Mouth jumping even higher.
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