To avoid slapstick communication we needed a way around plainly displaying embarrassing situations but rather encourage teens to go out of themselves & have fun.We adopted a well known & beloved teen game with embarrassment guaranteed: Truth or dare.In the first step we showed our target group our own embarrassing story via TVC. Having established the story, we then brought our campaign to the most popular German teen magazine Bravo with special placements in the “embarrassing stars” editorial. The resulting awareness for FANTA & Embarrassing moments was funnelled onto Germany’s largest student social Network –SchülerVZ. There we met our target with a true innovation: The very first branded app in the network! With this app they can enjoy the thrill of truth or dare and spread their fun stories in the network instantly – thus spreading the FANTA brand message with it– creating a huge viral effect!

Combined with a clever media mix & the strategic application of Bought – Owned – Earned Media we have just created the most successful teen campaign in years!

We created over 1 billion gross contacts with our embarrassing stories. The social media app was an amazing rocket-like success. In only twelve days the campaign goals were fulfilled: to 156%!! With 391,000 installed apps, over 200,000 active users and 71,000 sent cards we are the most popular branded app. The campaign proved impressively how essential it is to put your target group’s motivation at the core of your idea for success.