FANTA HOLO-WEEN — MALL OF BERLIN GETS SPOOKY
FANTA
/ OVERVIEW
Special Halloween activation with Special-OOH, scenography, and event marketing that turned visitors into FANTA ghosts.
SOOH WHAT
Over the years, Halloween has become THE FANTA holiday. And by now it’s tradition that the makers of the cult soda pull off a sick activation for the spookiest day of the year. In 2023, they wanted something to happen in public space again as part of their Halloween campaign: Something to marvel at, to get spooked by, and to participate in. That’s when our ears perked up immediately.
The request came with a rough initial idea: A double-decker bus was the plan. Preferably indoors and as much foot traffic as possible. Those are the kind of angles we love to serve immediately. So our to-do wasn’t just fine-tuning the concept, but the entire execution – from feasibility analysis to on-site supervision of the activation.
SOOH SPECIAL
/ STRATEGY
SOOH WHY?
Our biggest challenges were the ambitious timeline and getting the right location. It takes a lot more to get our project management flustered though. We quickly found THE spot that met all requirements: The Mall of Berlin, no less.
The strategy? Halloween has become a cultural phenomenon that goes way beyond trick-or-treating. The target audience doesn’t want to just watch – they want to become part of the spooky experience themselves. And that’s exactly where FANTA taps in – with an interactive installation that connects Halloween spirit with tech and turns people into the attraction.
The Mall of Berlin with its 22 million annual visitors offered the perfect stage: A controlled environment for complex tech setups, guaranteed foot traffic and weather protection – and the opportunity to cause real commotion with a bus in a shopping temple.
SOOH SPECIAL
/ IMPLEMENTATION
SOOH HOW?
A complete London double-decker bus was transformed into a two-story house of horrors. Branded in typical FANTA orange on the outside, inside an immersive Halloween world on two levels:
Lower level:
The entrance to the haunted house – black light, interactive elements, and creepy creatures set the right Halloween mood.
Upper level:
The transformation zone – here visitors were turned into FANTA ghosts via AR. The kicker: These AR recordings were projected live onto holo-screens above the bus and simultaneously broadcast to digital city light posters in the area.
The technical challenge?
The real-time extension across all systems – from the bus to the holo-screens to the 100 digital screens in the city. Bringing together the right co-creators, the complex scenography, and the synchronization of all technical components – that’s exactly what we’re here for.
SOOH SPECIAL
/ RESULTS
SOOH WOW!
BUZZ is when people queue for 2 hours – and that’s exactly what happened at the Mall of Berlin. The activation broke with the classic mall experience and ripped shoppers out of their routine. The bus became a magnet while the ghost transformations simultaneously haunted through the city on 100 digital screens.
FANTA wanted something to marvel at, to get spooked by, and to participate in. We’re happy to help.