Ogilvy launches Fanta’s Less Serious ‘9th Class’

Fanta creates more play for consumers with the brand’s most unified and largest global marketing campaign to date.  The fun officially reaches mainland China today for the first time with the launch of Fanta’s 9th Class campaign – created in partnership with Ogilvy & Mather Shanghai – to mark the launch of a new and more natural version of the much loved sparkling brand, echoing the global theme of “Less Serious”.

“Less Serious” was first launched in New York in 2007, and in 2011 it will reach teens worldwide in regions representing 90 percent of the brand’s global sales volume. To make the global “Less Serious” theme work in China, Ogilvy Shanghai proposed the 9th Class idea as a way to engage students in the bubbly Fanta world after they finish sitting through eight long school lessons which are the norm in China. To bring this idea to life, Ogilvy transformed www.Fanta.com.cn into a wildly creative place where teens are invited to take part in unconventional experiments related to Fanta products, live on the internet. It captures the imagination of Chinese teens and is relevant to their everyday lives. Learning continues but in a less serious way.

“Fanta 9th Class leverages the global creative assets whilst executing a local digital idea that is tailor-made for Chinese teens. We hope it will enhance our connection with our target audience on their own terms,” said Richard Wang, Brand Director of the Fanta brand at Coca-Cola.

Fanta and O&M Shanghai’s efforts to encourage Chinese teens aged 12-19 to be less serious and to keep playing while learning can be seen in interactive, traditional and non-traditional marketing platforms including broadcast commercials, the website, digital banners and in-store displays.

Fanta’s China website is now live. View the China TVC there or view it on Youku.

The campaign will run in China until May 2011.

CREDITS

Creative agency: Ogilvy & Mather Group/Shanghai

Video production house: sHot One Film Studio

Website production: ADTVC Production

Flash animation: Ogilvy & Mather Group/Shanghai