2015




2015 | |

Intense Refreshment from Sprite with more GRPs, more Reach, and more Value!

Advertiser: Coca Cola Far East Limited
Brand: Sprite
Creative Agency: Mediacompete Sdn Bhd
Credits: -

The Challenge
Lack of communications over the years led to competitors overtaking Sprite in consumption metrics, affecting volumes. Sprite was given a small budget to reignite growth. Challenge was to get the most impact with minimum investment.

The Solution – Insight & Idea
Based on teens’ media habits, TV is most relative to the target and most effective to drive consumption triggers. However, the budget could only afford 1,384GRPs from standard spotbuy. Sprite was 25% below MountainDew with approximately 464GRPs. We had to anchor onto sponsorship to further stretch the investment. PopKrew, a reality singing competition was making its debut on TV9. Staying true to the brand promise, Sprite gave teens an outlet to break free from self-restraint to energize and refresh themselves. We moved the campaign beyond spotbuy into an engaging experience for teens, then further amplified throughout the community.

The Execution
Sprite PopKrew launched with on-ground audition at key market centres. The thematic TVC was featured across on- air, online and outdoor. Sprite was also present on-ground with branding collaterals and sampling crew. In all episodes, Sprite was on judges’ table, mentioned by host, and had bumpers in/out of commercial breaks. Most importantly, additional RM 1.43million was given by TV9 to promote Sprite PopKrew, where the thematic TVC was integrated with snippets of the show, aired across all MediaPrima channels.

The Results
PopKrew became the #2 Reality Series and Top6 most watched program by teens on TV9. Thanks to TV9’s strong support, Sprite earned a total of RM8.38million media value, an incredible 5.46X ROI! It generated RM1.39million from press coverage and RM216k from Online. PopKrew sponsorship gave +45% more GRPs, 9% more Reach1+, RM6.80million more value, and most importantly, generated 9% more GRPs than MountainDew! Sprite regained clear market leadership, as “Brand ever consumed” increased +5.9% and Consumption Intent +25% vs. last year which lead to volume sales growth +8.4%!