We didn’t have the budget to compete with big competitors over the summer, but out of necessity came opportunity. Halloween is a growing passion point for 16-19s, with a whopping £320m spend and 11.4m related searches – but because it is relatively recently that Halloween has become a big retail event in the UK, it was being completely ignored by the category. This provided the perfect opportunity to drive cut through.

Why do 16-19s love Halloween? It’s all about experiences; from parties to dressing up to getting scared watching films. Documenting these moments is as good as the experiences themselves, providing teens with coveted social currency.

We’d make Fanta more relevant by being the instigator of this fun, providing unforgettable Halloween experiences.

On entering the lift, teens were met with a creepy bell boy who led them to a Halloween party on the 13th floor. The lift then malfunctioned, plummeting further into the depths of the building, with something inescapably scary awaiting on every floor. People were terrified. They jumped, screamed, crouched in corners to avoid the virtual terrors and hid heads in hands, filling Westfield and Thorpe Park with screams.

Success relied on delivering the experience to more than just a lucky few. We used extra footage including GIFs, stills and reaction videos across a large scale social plan to drive traffic to view the 360 video for themselves.

Alongside this, Snapcodes on our bespoke Halloween cans unlocked progressively scarier Halloween lenses, which featured on our Out of Home too. And all of this created in little over seven weeks.

Fanta was unmissable around Halloween - we drove over 21 million views.

We filled both Thorpe park and Westfield with screams: people queued for up to two hours to take part in the experience, resulting in 47% more participants than forecasted.

We drove over 21 million views across the campaign and saw an astounding 30% ad uplift on our online advertising.

Our Halloween activation helped increase sales by +14.5% YOY, the brand’s best year ever.