FRUIT OF THE YEAR by Marcel Paris for Oasis

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FRUIT OF THE YEAR

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Industry Juice
Media Promo & PR, Case study
Market France
Agency Marcel Paris
Creative Director Emmanuel Lalleve, Florent Imbert
Art Director Nicolas Damiens, Zhou Sha, Ludovic Marroco, Arthur Ballay
Copywriter Julien Sens, Joris Vigouroux, Antoine Bonodot, Julien Colas
Released August 2010

Credits & Description

Category: Best Use of Social Media
Advertiser: OASIS
Product/Service: FRUIT JUICES
Partner: Pascal Nessim (Marcel)
Partner/Executive Creative Directo: Sébastien Vacherot (Marcel)
Creative Director: Florent Imbert (Marcel)
Creative Director: Emmanuel Lalleve (Marcel)
Art Director: Zhou Sha (Marcel)
Art Director: Arthur Ballay (Marcel)
Art Director: Nicolas Damiens (Marcel)
Art Director: Ludovic Marroco (Marcel)
Copywriter: Antoine Bonodot (Marcel)
Copywriter: Julien Colas (Marcel)
Copywriter: Julien Sens (Marcel)
Copywriter: Joris Vigouroux (Marcel)
Agency Representant: Aline Bonnet (Marcel)
Agency Representant: Alberto Scotiicati (Marcel)
Technical Manager: Louis Da Silva (Marcel)
Group Manager: Elise Briane (Marcel)
Group Manager: Marie Savoini (Marcel)
Media placement: Social media - Facebook - 26 August 2010

Summary of the Campaign
Fruit of the Year is a communications campaign on Facebook to bring young people together and create a special bond with the Oasis fruit characters. An ambitious communication campaign where all content is produced in response to on-line voting.

The Situation
Oasis is the number 2 soft drink brand on the French market after Coca Cola, thanks to a high-performance communications platform targeting mothers and young children using funny and endearing little fruit characters.

The Goal
Conquer the youth market with a children's brand.

The Strategy
Go for what they like to do: Joining In. Get them to choose the next Oasis TV ad fruit hero. A vote on Facebook to bring young people together and create a special bond with the Oasis fruit characters.

Execution
1st round:

-The election is announced on Facebook

-Fruit characters start their campaigns, presenting their programs on-line and in the streets.

-People are invited to vote for their favorite fruit character on-line.

-Voting is easy - you just need to be a fan.

2nd round:

-There are only 5 fruit characters left and they have to compete against each other in two Facebook games and one iPhone game.

-The rules are simple: for each game, fans vote on-line for their favorite fruit character to win them points.

-The fruit characters continue their campaigns to involve as many people as possible (Smart, Press…)

Documented Results
-250 articles
-50,000 Comments
-1.5 million fans equals 10% of the population of 13 to 24 year olds in France.
-30 million games played on the iPhone App
-Number 1 App in the Appstore in less than 24 hours