Fanta’s new mobile app, the Stealth Sound System
Ogilvy Advertising has devised a ground-breaking mobile phone application for Fanta that allows the brands’ younger consumers to communicate with each other without adults hearing.
Downloadable from www.m.fanta.eu, the application, called the Fanta Stealth Sound system, uses high-pitched frequencies that are only audible to consumers under about the age of 20. It features sound tags such as wolf-whistles, warnings and pssts, along with other tags representing traditional words and phrases such as “cool”, “uncool” and “let’s get out of here”.
Fanta Stealth Sound System is being launched Europe-wide, supported by PR, viral, print and on-line advertising, on-pack promotions and POS materials.
The sound tags have been developed by electronic music pioneer and digital music guru Martyn Ware, who founded both Heaven 17 and The Human League.
The idea for the application combines Fanta’s brand vision of creating “more play” with the insight that teenagers never like to be separated from their friends or their mobiles – and like to talk freely without being overheard by adults.
Ogilvy Advertising has plans for upgrades and an interface where stealth sounds can be made on a mixing program and downloaded to mobile phones, enabling users to create their own custom sound tags.
Coca-Cola Europe Interactive Marketing Manager, Prinz M. Pinakatt, said: “Mobile phones are teenagers’ most prized and most personal tool, therefore by offering this innovative and fun application Fanta will be invited into their personal space and thus foster relationships on a whole new level. This new focus on providing entertaining digital content also fits perfectly with the Fanta brand vision to create ‘more play’ in the world.”