Ogilvy Social.Lab and Fanta rewarded again at Eurobest 2020 in the Media category
The Belgian agency is thrilled to announce a bronze award for the “Fanta Haunted by the dark” campaign in the category Media.
Brussels, 11th of December 2020 - This campaign was built around the launch of Fanta Dark Orange, a limited edition drink. It exploited a fun and more obscure version of Halloween, to be relevant for youngsters looking for thrills.
Ogilvy Social.Lab developed a “Social at Heart” campaign that united YouTubers, Snapchat Lenses and an interactive chatbot to give teenagers chills during Halloween.
The campaign was launched by two Belgian influencers, via 7 episodes of a miniseries on their YouTube account. The influencers received an old VHS videocassette with frightening images of professor Evilami and his orphanage. One of the influencers got kidnapped by the professor and had to be rescued by the other influencer. Ogilvy Social.Lab developed a retargeting strategy to send personalized teasers for the next episodes, based on the time viewers watched the previous episode.
The agency used also a Fanta Halloween chatbot on Facebook Messenger. Youngsters used it to discuss with professor Evilami. He sent them worrying messages, claiming he had kidnapped their friend and gave 4 puzzles to solve. The campaign was supported by a comprehensive paid media strategy to keep young people interested, while promoting the Fanta Dark Orange drink.
The award is a new recognition of the strong partnership between Ogilvy Social.Lab and Fanta, and the excellence of this campaign, already rewarded last June at the AMMA awards in the category Best Use of Interactive.