Campaign details

Brand: Royal
Brand owner: Coca-Cola Far East Limited
Lead agency: Ogilvy Philippines Inc.
Country: Philippines
Industries: Carbonated soft drinks
Media channels: Events & experiential, Online video, Social media
Budget: Up to 500k

Executive summary

Royal, internationally known as Fanta, aimed to carve out a space for itself in moments that matter to Filipino teens – its target market. Being a brand that stands for creativity and having fun with friends, Royal found in Halloween a perfect opportunity to create a unique brand experience during this spooky and festive season.

Royal leveraged on the popularity of prank videos to create an on-ground activation that would be easily shareable online. A vending machine promising a free can of Royal was set up targeting teens in a school area. All teens had to do was to scream as loudly as possible to get a free can. To add to the fun, a monster's hand grabbed theirs as they reached in to take their free Royal can. They brought the fun online with a video that captured the teens' screams.