If you’re an adult, you won’t be able to use a recently-launched mobile application. But for teenager’s, that’s the draw.
Fanta, a soft drink brand of the The Coca Cola Company, recently teamed up with Ogilvy Advertising to create the Fanta Stealth Sound System. The mobile application allows teenagers to talk in secret without adults being able to know they’re even communicating.
The application works by using technology that incorporates very high pitched sounds that are audible to teenagers but unidentifiable to adults. This is the same technology that was previously used to prevent teenagers from gathering in public places.
The application plays a series of sounds, which users can choose from a pre-set menu. The sounds all have pre-defined meanings, allowing teenagers to secretly communicate. The application allows for quick response and doesn’t require data charges.
The product will play to Fanta’s brand message, of which teenagers are an important part, by conveying its playful imagination.
“Mobile advertising is all about using the unique elements of the wireless device as opposed to borrowing inventory from previous media channels,” Scott Seaborn, head of mobile technologies at Ogilvy Group UK, said. “Mobile phones are communication tools. This fact was not forgotten in our creative work for Fanta on mobile.”
Sander Munsterman, CEO of XS2TheWorld, which served as Ogilvy’s technical partner on the project, said the application took only two weeks to create.
“The most important thing was the app had to look flashy and had to work on the broadest range of handsets,” he said. “The development process went very smooth as Ogilvy provided us with all the right material.”
The application has been distributed free of charge from the Fanta mobile site, which also offers games, ringtones, wallpapers and 3D downloads. The mobile site’s URL also was placed on 60 million cans throughout the United Kingdom. Ogilvy also created a humorous video about the application. The application has been downloaded more than 320,000 times during the past month alone.
“We felt this was a perfect way of engaging with our core target group of teenages in a way we hadn’t done before,” Prinz Pinakatt, group interactive marketing manager at Coca Cola Europe, said. “It helped us to become part of a community – the community is teenagers. It’s brilliant.”
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