Title | THE BIG ORANGE SQUEEZE |
Brand | FANTA |
Product / Service | FANTA |
Entrant | OGILVY SHANGHAI, CHINA |
Entrant Company: | OGILVY SHANGHAI, CHINA |
Advertising Agency: | OGILVY SHANGHAI, CHINA |
Name | Company | Position |
---|---|---|
Natalie Lam | Ogilvy One Shanghai | Executive Creative Director |
Natalie Lam | Ogilvy One Shanghai | Creative Director |
Natalie Lam | Ogilvy One Shanghai | Art Director |
Kama Zhang | Ogilvy One Shanghai | Art Director |
Stanley Tao | Ogilvy One Shanghai | Head of Copy |
Xiaoliu Yang | Ogilvy One Shanghai | Copywriter |
Louis Shao | Ogilvy One Shanghai | Project Manager |
Ido | Redworks Shanghai | Flash Animation |
Oli Goulden | Ogilvy Advertising Shanghai | Account Director |
Morgan Cao | Ogilvy One Shanghai | Account Director |
Monkey He | Ogilvy One Shanghai | Designer |
Siming Chen | Ogilvy Advertising Shanghai | Account Executive |
Dan Shan | Ogilvy One Shanghai | Account Manager |
Everyday Chinese kids go through 8 boring classes, so we gave them a new “9th Class,” to launch Fanta’s latest formula with the “less serious, more fun” attitude. The first class experiment: How does an orange juice itself? Together kids solved this live online. By pressing a button on the campaign site, an orange man threw oranges into a big glass bowl until one finally yielded to the pressure and was juiced. The two lucky kids who caused the juicing and guessed the total number of oranges used were awarded Fanta
The success of the promotion: -Campaign site traffic exceeded client KPI by more than 2 times -99,105 votes collected from unique visitors -Display Ads generates 824,897,620 impressions and contributed 1,763,017 clicks in total -VoteVans widget download 602,472 times -138,066 page views -10 rounds of ePR topics generated 968,239 clicks
We turned a simple product promotion into a sensational “First in China.” In a tongue-in-cheek way, we pitched the shoes against each other in a race for “Originality” a la the U.S. presidential election. The checker Slip On represented creativity, the ERA for bravery. On a mini-site, each candidate campaigned for their beliefs through historical Vans content, the voters cast their votes in a ballot box. During the election period, campaign posters and ads were plastered all over Vans stores and pop culture portals online.