Ogilvy Launches Mobile Fanta App Only Teens Can Hear
Ogilvy Advertising has created what sounds like an unbelievably annoying Fanta campaign for teens. It consists of a mobile app that uses high-pitched frequencies that those over 20 generally can’t hear. (Your hearing declines with age.) The sounds include wolf whistles, “pssts,” and warnings tagged to words or phrases such as “cool,” “uncool” and “let’s get out of here.”
Ogilvy’s digital strategy director Giles Rhys Jones reports that the noises were played during a presentation of the work to the Ogilvy board and, you guessed it, none of the oldies heard any of them:
Despite the prevalence of ironic t-shirts, difficult glasses and trainers hinting at at least a desire to recapture their youth, no one noticed.
The device was created by “mad inventor” Howard Stapleton, who was responsible for “teen mosquito repellant,” a device that plays classical music outdoors in order to annoy da yoof and make them shuffle along to the bus shelter instead.
Jim Edwards, a former managing editor of Adweek, has covered drug marketing at Brandweek for four years, and is a former Knight-Bagehot fellow at Columbia University's business and journalism schools. Follow him on Twitter or send him an email.
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