Oasis: FRUIT OF THE YEAR

Credits & Description:

Category: Best Use of Social Media

Advertiser: OASIS

Product/Service: FRUIT JUICES

Partner: Pascal Nessim (Marcel)

Partner/Executive Creative Directo: Sébastien Vacherot (Marcel)

Creative Director: Florent Imbert (Marcel)

Creative Director: Emmanuel Lalleve (Marcel)

Art Director: Zhou Sha (Marcel)

Art Director: Arthur Ballay (Marcel)

Art Director: Nicolas Damiens (Marcel)

Art Director: Ludovic Marroco (Marcel)

Copywriter: Antoine Bonodot (Marcel)

Copywriter: Julien Colas (Marcel)

Copywriter: Julien Sens (Marcel)

Copywriter: Joris Vigouroux (Marcel)

Agency Representant: Aline Bonnet (Marcel)

Agency Representant: Alberto Scotiicati (Marcel)

Technical Manager: Louis Da Silva (Marcel)

Group Manager: Elise Briane (Marcel)

Group Manager: Marie Savoini (Marcel)

Media placement: Social media - Facebook - 26 August 2010



Summary of the Campaign

Fruit of the Year is a communications campaign on Facebook to bring young people together and create a special bond with the Oasis fruit characters. An ambitious communication campaign where all content is produced in response to on-line voting.



The Situation

Oasis is the number 2 soft drink brand on the French market after Coca Cola, thanks to a high-performance communications platform targeting mothers and young children using funny and endearing little fruit characters.



The Goal

Conquer the youth market with a children's brand.



The Strategy

Go for what they like to do: Joining In. Get them to choose the next Oasis TV ad fruit hero. A vote on Facebook to bring young people together and create a special bond with the Oasis fruit characters.



Execution

1st round:



-The election is announced on Facebook



-Fruit characters start their campaigns, presenting their programs on-line and in the streets.



-People are invited to vote for their favorite fruit character on-line.



-Voting is easy - you just need to be a fan.



2nd round:



-There are only 5 fruit characters left and they have to compete against each other in two Facebook games and one iPhone game.



-The rules are simple: for each game, fans vote on-line for their favorite fruit character to win them points.



-The fruit characters continue their campaigns to involve as many people as possible (Smart, Press…)



Documented Results

-250 articles

-50,000 Comments

-1.5 million fans equals 10% of the population of 13 to 24 year olds in France.

-30 million games played on the iPhone App

-Number 1 App in the Appstore in less than 24 hours