FANTA’s new out-of-home campaign has transformed a JCDecaux Innovate panel into an exciting media first – a unique Instagram-powered photo booth and instant selfie printer.
The snappy concept – created in partnership between Coca-Cola South Pacific, JCDecaux, UM and Ogilvy & Mather is a media first in Australia and was launched as part of the #FantaTastesLike campaign.
The custom built panel features a backdrop of playful characters and a riot of orange colour inspired by the taste of FANTA’s iconic flavour. Passers-by 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 print out 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 – 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.’’
Danni Robinson, innovate operations manager – JCDecaux Australia said: “Integrating printing technology into our Innovate panels is a first for JCDecaux and the Australian media landscape. We are truly excited to be partnering with Coca-Cola South Pacific to deliver this ground breaking campaign.”
The FANTA Photo booth is live at the heart of Pitt Street Mall in Sydney from 24 – 30 March 2015.