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Sprite Cricket Stars Radio Hijack

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Insight 

Cricket is supposed to be one of the greatest sports to Indians and to the whole South Asian subcontinent. The people in the Asian Subcontinent region are addicted to cricket and sometimes become intoxicated; they simply eat, drink and sleep cricket. So when the cricket season kicked off in 2016, people were obsessed!  

Sprite as a brand has always been a great supporter of Asian cricket especially as its target audience is Asians. However, competition against the brand was fierce and reaching its audience and standing out was going to be a tough job. And with the sport reaching an all-time high in the region, UM had to do things differently.  

Agency data and insights have proven that the target audience is a very smart shopper who favours saver discounts and participates in raffles to win prizes. And whether they speak Hindi or Malayali, Indian radio stations are their most consumed media where the Radio jockeys are perceived as Bollywood stars in the region. Whether they are labourers, waiters, accountants, doctors or businessmen, their passion for cricket is beyond measure; for them cricket is life. They have dreamt of stardom and fame since they watched their first cricket match. 

Strategy 

The agency came up with the idea of an under the cap promotional campaign ‘Cricket in the blood, Sprite in the heart’. All the audience had to do was to consume Sprite and collect runs found under the caps by texting in a unique code for a chance to win weekly prizes, as well as the grand prize of AED 100,000 worth of gold. 

Sprite is a distant #2 brand that continuously battles for a share of voice versus competition. With 70% of Sprite cricket stars’ target audience being blue collars Asians, Sprite’s promotion allows them to win their dream prize of 100,000 AED worth of gold. 

Asians' love cricket; for them cricket is life. So this promotion spoke to them directly but the challenge was to stand out from the crowd and get high engagement levels.  

So UM decided to hijack six leading Asian radio stations and create the first UAE inter radio cricket competition! RJ’s would engage with the audience asking them to collect ‘Runs’ found under Sprite caps and increase their tally together. Sprite bottles would be sent to the radio stations every morning and to add heat to the competition, RJ’s would battle it out live on air to reach the top of the online scoreboards.  

Raising awareness about the promotion was essential but strengthening the association with Sprite and cricket was an even bigger objective. Partnering with radio stations and supported by social media and OOH, RJ’s would engage with the audience and capture their passion for the game to make this campaign successful. 

Execution 

The ‘RJ battle’ started with a live call between HUM FM’s RJ & Radio Spice’s to spark up the flames of competition. Soon enough Radio 4, Asianet FM, Gold FM and SUNO FM announced their participation by live calls during their shows.  

Every morning RJs from competing stations called each other live on air to tease each other about the runs collected, their position in the RJ leader board and raise awareness about the promotion.  

The RJs were also opening cans on radio and FB live, educating the audience on the promotion mechanics and asking for their participation. Each radio station created a #hashtag for the listeners who were asked to re-use their existing codes to help them win by tagging their stations’ hashtags in the SMS. The participation levels were monitored and showcased through the daily leader board on Facebook & Cricbuzz.com that allowed UM to identify who was helping which RJ the most.  

Facebook & Cricbuzz was devoted for engagement through social posts, daily leader boards and real pictures of weekly winners awarded AED 10,000 worth of gold. 

A “Man of the match” was announced daily and won a gold coin, a cricket kit or a smartphone. 

Outdoor media across metro stations in the UAE was constantly updated with new visuals reflecting the status of the competition. 

The campaign ran for a total of five months (from August till end of year) reaching over three million blue and white collars in the UAE across all media platforms. 

Results 

a. Under the Cap promo results:  
- The high level of consumer engagement allowed the RJs to collect more than 2M runs 
- The consumers generated 30M+ runs by campaign end VS 1M estimated 

b. Social results: 
- The overall campaign’s engagement rate reached 11%; 3x higher than benchmark, 
- Click through rate of 4.32%; 3x higher than benchmark  
- Total video views of 4M. 

c. Sales results and brand index: 
- The impact on the business was phenomenal; the promo SKU sales grew by +33.7% VS last year surpassing the sales objective of 5% 
- Sprite’s BLS grew by 0.67 points and P4W 9points.

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Brand:
Sprite
Brand Owner:
Coca-Cola
Category:
Drinks (non-alcoholic)
Region:
United Arab Emirates
date:
August - October 2016
Agency:
UM
Media Channel:
Online,Out-of-Home,Radio
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