How do you bring the brand experience alive across (pardon the jargon) various consumer touch points? That’s the question often asked of advertising agencies. The attempt is to bring alive an aspect of the brand or a campaign in an unusual medium, putting the medium’s characteristics to best use. We’ve heard of the Coke Happiness Machine and now comes Fanta’s ‘Lift & Laugh’ stunt in Brazil, using an elevator. Yes, an elevator.
In keeping with the ‘More Fanta, Less Serious’ proposition, college kids were treated to surprises galore inside an elevator, including a Fanta dispenser, a drum machine and so on. Much more than promising such fun in a :30 TV ad. Nowadays when it comes brand communication, such ‘paagalpanthi’ zaroori hai.