Fanta: Maximum Exposure for the Halloween Season
No other brand leverages the Halloween season quite like Fanta. This year, however, the tradition was taken to a whole new level. In collaboration with HYGH, Fanta created an unforgettable live experience for fans in Berlin: the “Happy Holoween” bus. Combining the HYGH network with creative expertise, this interactive attraction in the Mall of Berlin was a hit. The successful partnership between HYGH, Group M, and Fanta shows how a multichannel campaign can deliver an extraordinary brand experience.
Challenge:
Halloween is a key marketing event for many brands, demanding unique customer experiences to boost product awareness. The challenge was to create an engaging and attention-grabbing campaign that would not only increase brand visibility locally but also enhance brand identification beyond the event itself.
Solution:
The solution was a best-in-class multichannel campaign: inside the interactive “Happy Holoween” bus, visitors encountered spooky surprises captured in a photo booth. These moments were broadcast in real-time on a giant Fanta bottle hologram above the bus. Simultaneously, our team displayed the interactive clips on HYGH screens within a 2 km radius of the mall – even the premium displays on Kurfürstendamm showcased the Fanta look. Alongside the digital content, Fanta-branded displays provided a comprehensive experience. Eye-catching wraps featuring campaign logos perfectly complemented the advertising efforts. The potential of our POS displays was fully tapped: with detailed frames and eerie sounds, the audiovisual elements at the point of sale completed the campaign’s holistic approach.
Result:
The Fanta campaign was a standout this Halloween, creating an unforgettable experience that far exceeded traditional advertising efforts and garnered maximum attention. The strategic blend of various promotional activities transformed the entire campaign in Berlin into a spectacular mega-event. Key success factors included interactive experiences in the Mall of Berlin, live broadcasts on digital screens, impressive branding, and spooky audiovisual elements at the point of sale. The success of this integrated marketing strategy speaks for itself – an impressive 13.94 million gross impressions were achieved!
