NO SOUNDTRACK by WMcCann Brazil for Sprite

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NO SOUNDTRACK

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Industry Soft Drinks
Media Print, Magazine & Newspaper
Market Brazil
Agency WMcCann Brazil
Creative Director Carlos Murad
Art Director Viviane Pepe
Copywriter Renata Raggi
Released October 2011

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: COCA-COLA
Product/Service: SPRITE
Agency: WMcCANN
Chief Creative Officer: Washington Olivetto (WMcCann)
Creative Vice President: Guime Davidson (WMcCann)
Creative Director: Carlos Murad (WMcCann)
Art Director: Viviane Pepe (WMcCann)
Copywriter: Renata Raggi (WMcCann)
Account Vice President: Marcio Borges (WMcCann)
Account Manager: Juliana Senna (WMcCann)
Account Assistant: Samantha Faris (WMcCann)
Planning Director: Gustavo Otto (WMcCann)
Planning Supervisor: Carolina Tristão (WMcCann)
Media placement: TV - Globo - 05 Octuber 2011
Media placement: TV - Globo - 10 Octuber 2011
Media placement: TV - Globo - 14 October 2011

Describe the objective of the promotion.
Sprite created a soundless commercial and invited young consumers to create their own song for the commercial using a tool available on the brand’s website, with musical bases and sounds captured on the streets.
The best song, chosen by Coca-Cola’s most famous Brazilian rapper and a popular vote, was aired together with the commercial, announcing the winner’s name. The objective of the promotion was to come closer to the consumers by inviting them to refresh their ideas and participate in the creation process of the song for Sprite’s commercial, thus reinforcing the brand’s concept in Brazil, 'Refresh your ideas'.

Describe how the promotion developed from concept to implementation.
Using Sprite’s concept, 'Refresh your ideas', we tried to come up with ideas for how we could invite consumers to refresh their ideas.The song was chosen because it pertained to an urban and youthful territory. So, a commercial was created with the video’s language but no sound, shown on TV as an invitation for consumers to create the song. These young people created the song by using a tool on the website, that besides musical bases, also offered sounds captured in the city. Participants made a spontaneous campaign to be voted and shared the commercial with their song on YouTube.

Explain why the method of promotion was most relevant to the product or service.
Sprite is a refreshing product and managed to refresh the idea of how a commercial is made. Sprite didn’t air a commercial with nice images and music that causes an impact. The brand asked its consumers to create the song because it knows they want and can create one that causes an impact. A way of the brand to converse with and approach its consumers, incentivise them to create their ideas, and so refresh the relationship with them.

Describe the success of the promotion with both client and consumer including some quantifiable results.
It was a massive participation.
50,000 songs were created and uploaded on the website.
Over 2m unique visitors on the website
3m votes.
Strong commitment from the public asking for votes on YouTube, Facebook and Twitter.
The brand came closer to its consumers, and once more invited them to participate and to be creative…and also to refresh their ideas with Sprite.