What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
Fanta Saving Play campaign on big screen
A new ad campaign for Fanta, Saving Play, is playing at cinemas to remind teenagers just how fun it is to be a kid again.
The campaign centres on the brand's global comic book called 'Save the Source', which is about a group of teens that need to save the world from boredom by reminding everyone how fun and important it is to play.
Perfect for the big screen
"Teens these days have so much responsibility that they have forgotten how to be kids," says Amy Ford, account manager for Offlimit Communications. The client thus wanted to send a fun message that was bigger, better and more fun - reminding them just how awesome life can be when playing.
Based on the nature of this type of advertising, the team felt that it had a big movie trailer feel that they thought was much better suited for the big screen. Ford adds, "The campaign is aimed at teens between the ages of 13 and 17. We know that teens love the movies and many malls are great teen hotspots for sampling activities."
South Africa is the only country that has printed a physical version of the Fanta comic book, while the rest of the world has digitally based copies. Its marketing aim has been to bring different aspects of the story to life.
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