FANTA’s playful out-of-home campaign transformed a JCDecaux Innovate panel into what the advertising agency called “an exciting media first” – an Instagram-powered photo booth and instant selfie printer.
The concept – created in partnership between Coca-Cola South Pacific, JCDecaux, UM and Ogilvy & Mather was launched as part of the #FantaTastesLike campaign in Australia.
The custom-built panel features a backdrop of playful characters and a riot of orange color inspired by the taste of FANTA’s iconic flavor. Passersby are encouraged to snap a selfie against the regularly changing bubbly backdrop using their smartphone and to share their image on Instagram via #FantaTastesLike. By checking into the “Fanta Printergram,” participants instantly receive a high-quality branded 6×4 printout of their selfie, direct from the panel.
“It’s fantastic to work with partners who continually push the boundaries of the out-of-home format,” said Essie Wake, marketing director for JCDecaux Australia. “FANTA’s campaign uses the latest in socially driven instant-printing technology to deliver a two-way conversation that is playful and rewarding. We are excited to be at the forefront of making this technology accessible to brands.’’
The FANTA photo booth was located at Pitt Street Mall in Sydney in March 2015.