Fanta

Launched in August 2007, Fanta is still relatively new to the Canadian market. Cossette was challenged to introduce teens to the global “Play” platform and make it relevant.

Caught between school, jobs and home life, Canadian teens are among the busiest in the world. Cossette decided to let them “play” with Fanta and blow off some steam on their next trip to the mall.

Instead of a traditional mall media buy, the agency created high-tech multimedia spaces in the busiest areas of high-traffic malls. Inspired by the famous piano scene in the movie Big, people walked over a massive branded interactive floor graphic to trigger different sounds and create their own music.

Not only was the floor piece the biggest decal ever exhibited in malls, but it was the first time sound was used as well. The agency worked with a developer to combine gesture-based technology with sound, and the busy locations within each mall had to have a specific ceiling radius and height to house the installation. The directional audio technology was tested in a studio to be loud enough to engage passersby but not disturb retailers.

Since the start of the campaign over 240,000 people have interacted with the activation, successfully bringing the brand identity “Play” to life and creating a fun and unexpected experience. Some teens even videoed their experiences and posted them online.