• Client: The Coca-Cola Company
• Media: viral download, viral TV ad, print and on-line advertising, PR, on-pack, POS
• Year: 2008

Ogilvy Advertising’s ground-breaking mobile phone application for Fanta allows the brands’ mainly young consumers to communicate with each other without adults hearing.

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 was launched Europe-wide, supported by PR, viral, print and on-line advertising, on-pack promotions and POS materials. After three months, the app had been downloaded over 100,000 times.

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.