Fanta has unveiled a digital campaign targeting teenagers from mainland China between the age of 12 and 19. With the new online app published at www.Fanta.com.cn the brand intends to provide fun and entertainment and keep the students learning while playing an online game. This local campaign is a part of global ‘Less Serious’ marketing platform and was developed by Ogilvy & Mather Group Shanghai.

The application is entitled ‘9th Class’, which means it is another lesson students may take after their 8 classes at school. This logical game blends interactive entertainment and learning. The game that features catchy cartoon graphics inspired by the visual identity of the ‘Less Serious’ campaign by Fanta, has a player leveraging their logical and analytical skills as well as knowledge of geometry. The point is to put the required number of oranges into a press to create pressure and squeeze the juice of out them.

«To make the global “Less Serious” theme work in China, Ogilvy Shanghai proposed the 9th Class idea as a way to engage students in the bubbly Fanta world after they finish sitting through eight long school lessons which are the norm in China. To bring this idea to life, Ogilvy transformed www.Fanta.com.cn into a wildly creative place where teens are invited to take part in unconventional experiments related to Fanta products, live on the internet. It captures the imagination of Chinese teens and is relevant to their everyday lives. Learning continues but in a less serious way», this is how Ogilvy team explains their task pertaining to the campaign.

The student who will make the correct assessment first will be awarded with RMB9999 scholarship (equivalent to £950).

Richard Wang, Fanta’s brand director said, «9th Class is a local digital idea tailor-made for Chinese teens. We hope it will enhance our connection with our target audience on their own terms».