The Idea
Nothing is embarrassing if you make fun of it. "Gigi", the protagonist of the TVC "Mime", showed how it's done. After the high initial awareness of the spot, we challenged teens to bring the brand message "Drink Fanta. Live more colourfully!" to life themselves.
For this, we created "Sagen oder Wagen" (Truth or Dare) – a game that catapulted the classic truth-or-dare principle into Fanta's tonality and into the 21st century. More precisely, into the social web – with the "Sagen oder Wagen" app on SchülerVZ, at the time the largest social network for teenagers in Germany.
The Game
You send a friend two cards from a set of over 200 "embarrassments": an uncomfortable question and a challenge that packs a punch. The challenged person has the choice: either reveal an intimate secret right away – or do something that others might laugh at.
Whether and how they mastered the challenge is verified through the friend circle via the app – because there's an "I was there" button.
Results
100,000 downloads after just 8 days. 200,000 after one month. To date, 1.7 million visitors to the Fanta premium profile, of whom more than 440,000 installed the app.
The digital production by Argonauten G2 and Faktor 3 received multiple awards.
My Contribution
Campaign and game concept, copy and creative direction as part of the team at M.E.C.H. / McCann Berlin. Development of the game mechanic, the 200+ challenges and the campaign strategy.