"The core idea was to surround the brand with fun, turning ordinary school days and activities into the extraordinary," said Gary Caufield, Ogilvy creative advisor.
The first 30-second spot, 'Magnetism', was aired last month. The spot follows three bored schoolboys discussing the theory of magnetism through the attraction of polar opposites, while sipping Fanta. Meanwhile, one floor up, three schoolgirls are shown chatting and sipping Fanta as well. The result? The boys are 'pulled' to the ceiling.
"A topic like magnetism can be made fun when expressed in this way. This spot demonstrates this quite well and sets the tone for more fun topics to come," Caufield said.
"Fanta's core target is 12- to 19-year-olds, which is quite broad, so this campaign actually focuses on the 14- to 15-year-old group," said Cau- field. "If this campaign is successful, it'll make our audience feel like it's talking to them in their own language and reinforce the brand value of Fanta being fun."
'Magnetism' is the first of three 30-second spots to be released under the umbrella title 'Lessons'. The campaign will be further supported by a loyalty programme and a microsite.
Ogilvy hones fun edge in Fanta Indonesia ads
Fanta Indonesia and Ogilvy & Mather have launched a TV-heavy campaign featuring Fanta shaking up typical school settings.