Anything but artificial: interactive Fanta Brand Experience

Size matters – due to its size, our medium is the perfect platform for emotional brand communication. And emotionality creates awareness. Fanta made use of these key benefits for the launch of its new “Fanta Orange Zero Sugar” and showcased its product in a spectacular way.

From April 22 to 28, 2024, the beverage brand ran an interactive campaign on the Medienfassade, in the middle of Hamburg’s Reeperbahn at Spielbudenplatz. The 700m² media façade is a real DOOH highlight. The combination of the innovative façade, spectacular lighting and high-resolution LED panels creates a unique stage for unforgettable brand experiences. Hamburg’s young (party) scene gathers on the city’s most famous nightlife street – exactly the target group that Fanta had in mind.

The objective of the campaign was to create awareness for the new “Fanta Orange Zero Sugar”. The audience was able to try the new Fanta in the “Fanta Bar” and experience the new taste for themselves.

Fanta celebrated several hypes that inspire the young generation: sharing selfies, celebrating experiences and creatively playing with AI (artificial intelligence).

CREAITE YOUR AVATAR was the motto: with the help of AI, you could create an avatar with your own photo, which was displayed on the Medienfassade in a huge, colorful Fanta look.

Expanded on social media and supported by influencer communication, the campaign was a complete success.

Our medium once again impressed as a fantastic platform for brand staging with event character, that creatively invites the target group to interact and immerse themselves in brand worlds.

The following agencies were involved in the campaign: GroupM Germany, Essence Mediacom Germany, W-com (promotion concept), Zaubar (AI concept).