Brand | COCA-COLA |
Product/Service | SPRITE |
Entrant | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
Category | Corporate Image & Information |
Entrant Company: | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
Sales Promotion/Advertising Agency: | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
The Brief
To introduce the region's hard working labourers to Sprite by giving them something they'll never forget.
We wanted to give them relief from the hard work and provide them with something they are truly passionate about - cricket.
Describe how the promotion developed from concept to implementation
We created a cricket tournament, modeled on the World Cup, to turn humble construction workers into Cricket Stars. The series of trials, practices, group stages and playoffs ran over 6 months during their free time and culminated in finals at the Dubai International Cricket Stadium.
Trials were held in 8 of the biggest labour camps in the UAE, lasting 3 months. Practices took place at night and continued into the morning. The final squads then played in a round robin tournament. This culminated in the semi finals and finals, contested in a special event at the Dubai International Cricket Stadium.
Describe the success of the promotion with both client and consumer including some quantifiable results
Sprite Cricket Stars represented a total of 153,300 UAE labourers. This was the number of eligible players from the 8 participating camps. Of this, there were over 42,000 entrants for the Sprite Cricket Stars tournament. More 6,000 fans attended the finals, where they enjoyed complimentary Sprite.
Explain why the method of promotion was most relevant to the product or service
The tournament took place in the UAE where it can get very hot. When labourers are working or playing cricket, Sprite provides them with just the refreshment they were after. This made the Cricket Stars tournament the perfect fit for the Sprite brand.
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 |
Christopher Bisset |
Complet Films |
Director |
Ross Hilier |
Complet Films |
Videographer |