THE BIG ORANGE SQUEEZE

TitleTHE BIG ORANGE SQUEEZE
BrandFANTA
Product / ServiceFANTA
EntrantOGILVY SHANGHAI, CHINA
Entrant Company:OGILVY SHANGHAI, CHINA
Advertising Agency:OGILVY SHANGHAI, CHINA

Credits

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

The Campaign

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

Success of the Campaign

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

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

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.