Malaysian Media Awards Winners Showcase





2012 | |

Malaysia Dances with Largest AR Dance Mob

Advertiser: F&N Interflavine Pte Ltd
Brand: F&N Fun Flavours
Creative Agency: -
Credits: -

Challenge
F&N Fun Flavours has been the symbol of FUN in Malaysia and was threatened by Fanta’s launch. Both targeted youth. F&N had to continue to own FUN in an excitingly infectious manner to a segment cynical towards advertising. We could not allow our “Fun Drink” and Awareness scores to erode.

Solution
Malaysian youth love Reality dance programmes and events! However, they are a shy bunch. They are spectators, NOT participants. We realized that if a group danced together, it will take away the fear of dancing alone. So we decided to have a massive dance mob in Bukit Bintang. But it was no ordinary mob. Marrying, F&N custom dance with Augmented Reality, F&N made them the STARS of their own Augmented Reality dance show.

Execution
We hijacked the largest LED screen and converted it into an Augmented Reality screen. People learned the dance and saw themselves interacting live with virtual dancers. Location was important and Bukit Bintang was chosen as it is buzzing with youth. It was also where the dance mob was to be held. The buzz surrounding the AR screen created sensation onground as well as online as it was the first time most youth experienced Augmented Reality.

Results
The AR screen created a buzz both onground and in the digital space. People started uploading videos of it and started sharing with everyone! Over 3,543,090 campaign views achieved and F&N’s “Fun Drink” scores increased 17% vs one year ago. We grew 3.5% in volume share, outperforming category growth.