Fanta Promo THE BIG ORANGE SQUEEZE by Ogilvy & Mather Shanghai

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Industry Soft Drinks
Media Promo & PR
Market China
Agency Ogilvy & Mather Shanghai
Art Director Kama Zhang
Copywriter Xiaoliu Yang
Designer Monkey He
Released April 2011

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: FANTA
Product/Service: SOFT DRINK
Date of First Appearance: Apr 5 2011
Entry URL:
Executive Creative Director/Creative Director/Art Director: Natalie Lam (Ogilvy One Shanghai)
Art Director: Kama Zhang (Ogilvy One Shanghai)
Head of Copy: Stanley Tao (Ogilvy One Shanghai)
Copywriter: Xiaoliu Yang (Ogilvy One Shanghai)
Designer: Monkey He (Ogilvy One Shanghai)
Project Manager: Louis Shao (Ogilvy One Shanghai)
Flash Animation: Ido Du (Redworks Shanghai)
Account Director: Oli Goulden (Ogilvy Advertising Shanghai)
Account Director: Morgan Cao (Ogilvy One Shanghai)
Account Executive: Siming Chen (Ogilvy Advertising Shanghai)
Account Manager: Dan Shan (Ogilvy One Shanghai)
Media placement: Digital Campaign - Website - 25 March 2011

Describe the objective of the promotion.
Fanta is the no.2 orange flavoured carbonated drink in China. For years it was far behind the market leader in brand and product buzz. In spring 2011, finally there is new news: it is launching a new formula with “more natural orange flavours.” All existing and new teen customers (and their mothers) should know.

The insight was that Chinese kids go through 8 boring classes every day. Using this opportunity we created a digital platform called “The 9th Class,” a class full of fun online experiments involving lots of kids and oranges.

Describe how the promotion developed from concept to implementation.
“How does an orange juice itself?” We asked all Chinese kids this question.
The answer is when lots of oranges are piled on top of each other, one might yield to pressure and explode. But exactly how many does it take?
Together kids solved this online. Via live streaming video, 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 scholarships.

Explain why the method of promotion was most relevant to the product or service.
Fanta believes in making the dull world “more fun, less serious.” With the launch of a new formula packing more orange flavours in, why not let all the kids have fun with lots of oranges?

Describe the success of the promotion with both client and consumer including some quantifiable results.
At the time of entry, the campaign isn’t launched yet. We will know the results by the end of April.