2015 Winners & Shortlists

Results and Effectiveness

We replicated the actual Sprite Can in giant size like 3D Container and we inserted the newspaper title inside. With Shoaib Akhtar (Asian cricket sensation) being the face of the campaign, Sprite managed to maintain its cricket association by utilizing the celebrity across the campaign & specifically on the special execution which allowed the consumers to make the link between Cricket & Sprite and created WOM. Sprite's consumption intent witnessed an increase of 9% vs. pre-campaign period. This narrowed the gap between Sprite & it's competition to 13% only compared to 18%+ by year end 2013. We also exceed the above mentioned KBI by 7% vs. year end 2013 (source: Coca-Cola KBI Reports)

Creative Execution

Through looking at our KPIs, we realized that consumption intent against our TG was low. Thus we needed to bring the product experience to the consumer's hands without having him enter the store first. We also noticed that newspaper readership is relatively high among Asians versus other communities. Reading the morning newspaper is still a very popular habit among Asians. By now we've already established 2 important facts - 1) Cricket is vital to our Asian community's life, 2) high newspaper readership. By combining both facts together, we tied up with the leading newspaper title in the UAE where we replicated the actual Sprite Can in giant size like 3D Container with all the exact packaging text and visuals we had on our actual can and we inserted the newspaper title inside this Sprite Can-Shaped container. More than 10,000 copies were distributed to targeted Asian residential areas on the weekend where it allowed them to experience the product & make them aware of what Sprite is bringing to them through Cricket.

Insights, Strategy and the Idea

Cricket is a key passion point in the UAE specifically amongst the Asian community (60% of the total population). The challenge lies in Sprite’s ability to maintain its association with Cricket in a landscape dominated by major leagues which are sponsored & affiliated with competition. TV viewership amongst Asians is a big challenge as the majority watch the pirated feed directly from their country, thus, wouldn’t see the Ads from this region. Also, the majority is mostly mid-low SEC & is rarely engaged with social media. Hence, there are very limited media touch points which we could activate effectively. We had several objectives at hand which were defined as follows: 1. A unique idea that could grab the attention of the wider Asian population to communicate our campaign and consumer promotion 2. Maintain Sprite’s association with Cricket 3. Create mass awareness on the Cricket Stars platform & promotion 4. Improve consumption intent (5%+) 5. Improve “Cricket fans for Asians” KPI (2%+) The above would be measured through Coca-Cola’s Brand and Business reports (KBIs).