2014 Winners & Shortlists

The Brief

The client requested an activation as part of the "Xsprite yourself" campaign under the slogan "Obey You" aiming at promoting it in an interactive and engaging way, while allowing sampling of the new 355ml Sprite can. A limited time frame and budget were communicated for the activation with high KPI set by another Coca-Cola succesful campaign

Describe how the promotion developed from concept to implementation

Sprite challenged users to perform certain actions on the spot for a chance to win valuable prizes during happy hours, while giving away samples of their new 355 can. To make this possible, we have created an interactive kiosk, allowing experiential sampling rotating in key touch points where users rotated a wheel on the multi-touch screen and were given random challenges of singing, dancing, acting, shouting, physical challenges, and other fun “express yourself” challenges that they had to perform correctly for their prize, sample and a souvenir branded photo collage to be released. Videos of their performance was shared on Facebook, creating viral content

Describe the success of the promotion with both client and consumer including some quantifiable results

Campaign had a massive turnout with queues and line up infront of the kiosk. In only 49 days, over 8,900 participants directly and indirectly got involved in the campaign, and 6% out of the active participants shared content on social media. On a number of locations, the campaign surpassed the other Coca-Cola campaign acheivment, which was part of the campaign's KPI. Based on The Coca-Cola Company official campaign results, the campaign increased and surpassed competition in brand love and consumption pyramid against competition in both the core and broad TAs

Explain why the method of promotion was most relevant to the product or service

The use of customized software development, along with multi-touch screens allowed interacivty and engagement with the users while injecting experiential sampling, all serving the objective of the campaign. Users had to go through a set of fun, expressive and engaging actions to be given the samples along with a branded photo and valuable prize, hence allowing TOMA