2012 Winners & Shortlists

The Brief

This was aimed at new customers. We wanted to introduce them to our product as labourers from the subcontinent are very familiar with our competitors products. When India made history winning the World Cup on home soil, many of the subcontinent’s biggest cricket fans were at work. As migrant laborers in the UAE, they were unable to revel in the excitement and glory enjoyed at home. We decided to create something that would turn the labourers into Cricket Stars

Creative Execution

Labourers from the subcontinent are very familiar with our competitors products, as Pepsi is the market leader on the subcontinent. We saw a unique opportunity to introduce them to Sprite as a refreshing alternative, while providing them with welcome relief from their hard work and provide them with something they love – cricket.

Describe the creative solution to the brief/objective.

A cricket tournament, modeled on the World Cup, which would turn humble construction workers into Cricket Stars. The series of trials, practices, group stages and playoffs would run over 6 months in labour camps throughout the region. We engaged them directly via their camp supervisors. Trials were held in 8 of the biggest labour camps in the UAE The final squads consisting of 20 players each then played in a round robin tournament to determine the Semi finalists. This culminated in the semi finals and finals, contested in a special event at the new $100 Million Dubai International Cricket Stadium.

Results

Sprite Cricket Stars represented a total of 153,300 labourers. This was the number of eligible players from the 8 participating camps. Of this, there were 42,000 entrants for the Sprite Cricket Stars Tournament. Over 6,000 fans attended the finals at the Dubai International Cricket Stadium - Home to the region's test Matches and One day Internationals - where they enjoyed complimentary Sprite.