Brand | COCA-COLA |
Product/Service | SPRITE |
Entrant | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
Category | Use of Special Events And Stunt/Live Advertising |
Entrant Company: | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
Advertising Agency: | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
Media Placement: | UM DUBAI, UNITED ARAB EMIRATES |
Results and Effectiveness
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 into the Sprite Cricket Stars Tournament. Over 6,000 fans attended the finals, where they enjoyed complimentary Sprite.
Creative Execution
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 and culminate in finals at the Dubai International Cricket Stadium.
First, trials were held in 8 of the biggest labour camps in the UAE, they lasted for 3 months. Practices took place at night and continued into the morning. 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.
Insights, Strategy and the Idea
More than 90% of the UAE’s 250,000 labourers are from India, Pakistan, Sri Lanka and Bangladesh. These men work long, hard hours in difficult conditions. They spend what little free time they have watching, playing and dreaming about cricket.
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.
Labourers from these countries 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.
Credits
Steve Hough |
Memac Ogilvy & Mather |
Executive Creative Director |
Robin Smith |
Memac Ogilvy & Mather |
Regional Creative Director |
Ben Knight |
Memac Ogilvy & Mather |
Creative Director |
James Bisset |
Memac Ogilvy & Mather |
Associate Creative Director |
Gary Rolf |
Memac Ogilvy & Mather |
Art Director |
Christian Louzado |
Memac Ogilvy & Mather |
Designer |
Tarek Shawki |
Memac Ogilvy & Mather |
Business Director |
Nader Al Attar |
Memac Ogilvy & Mather |
Account Manager |
Bhumi Doshi |
Memac Ogilvy & Mather |
Account Executive |
Elvan Rehman |
Memac Ogilvy & Mather |
Account Manager |
Younes Iraki |
Action Marketing |
Ceo |
Jaffar Mohammed |
Action Marketing |
Project Manager |
Assad Kasis |
Universal Media |
Media Director |
Omar Katerji |
Universal Media |
Media Supervisor |
Dana Nahas |
Universal Media |
Group Director |
Denzil Fernandes |
Freelancer |
Tournament Director |
Christopher Bisset |
Complet Films |
Director |
Ross Hilier |
Complet Films |
Videographer |