Jim & Jim: Experiential campaign for Fanta

In order to make live contact with young people more target group-oriented and sustainable, as well as to create a seamless connection between the real and digital worlds, Jim & Jim, as lead agency for Fanta, designed three nationwide marketing activations in the BTL area. At the heart of the summer activations was the "Fanta Booth" augmented reality booth concept, where young people could take selfies and animated gifs of themselves, graphically edit them on the spot and share them directly via social media. In Zurich, the booth was flanked by a video billboard in the main hall of the main train station, which provided live feeds to the "Fanta Summerslide," Europe's largest free-standing water slide on Lake Zurich and one of the "Fanta Booth" locations, during the "Züri Fäscht."

Fanta wanted to connect with its young target group in an authentic way during the summer months. Jim & Jim, an agency specializing in youth marketing, designed a three-stage experiential concept centered on having fun and experiencing the popular orange brand in public spaces and on social media. The holistic concept was rolled out across Switzerland over a period of four months, from May to August. As the first stage, Jim & Jim developed an augmented reality stand concept, which also toured Switzerland for several months and was set up in busy places. In addition to refreshing Fanta and gadgets, the setup featured a photo box that allowed interested parties to create animated gifs of themselves and further personalize them on the spot with 3D graphic elements in a fun way. High shareability was also emphasized here, and an interface was used to enable integration into the company's own social media channels as well as sharing on the Fanta landing page and homepage. The Made Marketing agency provided support with the logistics.

The second stage involved extensive sampling at various Swiss main train stations. 400,000 sample cans were distributed by trained young promoters. Passers-by were also able to take photos with the "Fanta Selfieman" - a costumed fictional character. In addition to their own social media channels, the pictures were also posted on the landing page of the Fanta website using a hashtag.Fantaselfie.chvisible.

The third stage involved guerrilla actions in the city centers of Zurich, Bern, Basel and Lucerne. Promoters rode specially designed, three-wheeled bicycles through the city centers and distributed Fanta cans to passers-by.

Jim & Jim additionally carried out flanking measures for the "Fanta Summerslide" during the Zurich city festival "Züri Fäscht". A video billboard was set up at Zurich's main train station on one day. A presenter drew the attention of passers-by to the offer during live broadcasts to Zürihorn, the location of the "Fanta", thus attracting numerous, additional visitors to the largest free-standing water slide in Europe.

Responsible at Fanta:Tanja Herrmann (Project Manager), Stefan Rothenbühler (Brand Manager Sparkling). Responsible at Jim & Jim:Fabio Emch (overall management), Robin Steiner (project lead and concept responsible), Andrin Buchli & Marco Good (concept collaboration), Michael Schreiner (project collaboration), Carina Thoma (project collaboration), Virginia Waldburger (art direction).