MAKE MISTAKES by Media Contacts for Sprite

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MAKE MISTAKES

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Industry Soft Drinks
Media Promo & PR, Case study
Market Argentina
Agency Media Contacts
Creative Luciano Prats
Released April 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: COCA-COLA
Product/Service: SPRITE
Agency: MEDIA CONTACTS
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: MPG ARGENTINA, Buenos Aires, ARGENTINA
Innovation Director: Jimena Sanchez Hermida (MPG)
Client Services Director: Sandra Muñoz (MPG)
Marketing Communications Director: German Abaroa (Media Contacts)
Coordinator: Deborah Slabodsky (MPG)
Account Department: Rita La Fico Guzzo (Media Contacts)
Innovation Department: María Valeria Boyatjian (MPG)
Senior Planner: María Eugenia Addis (MPG)
Junior Planner: Nicolás Calvo (MPG)
Creative: Luciano Prats (MPG)
Research Analyst: Romina Tawil (Havas Media)
Media placement: OOHH (Spy Holes) - Night Clubs - 1 April 2009
Media placement: OOHH (Interactive Screen) - Malls - 1 May 2009
Media placement: OOHH (Bluetooth Postcards) - Pubs - 1 April 2009
Media placement: Internet (Home Event) - Yahoo! - 1 April 2009
Media placement: OOHH ( 3 Spots) - Colleges - 1 April 2009
Media placement: TV (3 Spots) - Canal 13, MTV, Animax, TvC Sports, TELEFE - 1 April 2009
Media placement: Radio - Mega 98.3, 40 Principales, La 100, Rock&Pop - 1 April 2009
Media placement: Cinema (3 Spots) - Cinemark - 1 April 2009
Media placement: Internet (Interactive Banners) - MSN Messenger, Google - 1 April 2009
Media placement: OOHH (Lenticular Elements) - Near Colleges - 1 April 2009

Results and Effectiveness
Sprite got noticed by celebrating teens' mistakes. Spontaneous advertising awareness rose 200% and brand awareness grew 8%, reaching maximum peak at 73%, unprompted: • More teens were drinking Sprite daily than ever before, delivering a staggering 150% increase in ‘daily drinkers’ • “Honest and authentic brand” Brand Health indicator rose 22% • 175% increase in “innovative in connecting with brand via Internet” • 7% rise in teens seeing Sprite as their “Favourite Brand” - in a competitive sector, such growth is worth celebrating! • + 69,700 embarrassing and fun viral videos viewed on YouTube • 5,837 postcards downloaded via Bluetooth

Creative Execution
MAKE MISTAKES met teens where they play: cinemas, clubs, bars, pubs and shopping centres. In nightclub restrooms, 70,000 curious teens peeped into the opposite sexes restroom through a “spying eye” installation – only to get an unexpected surprise, either a man’s incredibly hairy beer gut or a rather large woman’s butt! Funky lenticular & bluetooth postcards encouraged teens to keep the conversation going into bars or on the go. An interactive game on a massive touch screen tested flirting skills with the opposite sex…always ending up in failure. With so many teens studying, TV spots aired in the lifts at educational institutions – “From mistakes you learn too!” A seven-week TV presence reinforced the brand’s message while radio presented programme integration. Online sites were peppered with interactive banners full of embarrassing mistakes – “I flattered the wrong girl.” Viral ads appeared on Google Network while Yahoo! carried a 24-hour homepage event domination.

Insights, Strategy & the Idea
Sprite, who utilises fun and cheeky communication, has become the 4th largest selling soft drink. Consumers cared less about taste and more about its unconventionality. Sprite positioned itself against lemon-lime leader 7Up as the product without “trickery,” marketing gimmicks, or celebrities. Honesty was the best way to communicate with teens. Challenge: reinforce teen bond by leveraging Sprite’s honest/authentic attitude and covert brand acceptors into likers to drive consumption. With a newfound attitude of being comfortable in one’s skin, today’s youth says and does what they believe. But pressure to fit in is still huge, and mistakes are inevitable. It’s ok, we all make mistakes. To communicate with teens, we took the pressure off their mistakes, a relief that provided emotional and physical refreshment. Welcome to “MAKE MISTAKES” …where Sprite encouraged teens to celebrate the bad chat-up line, the fashion faux pas and the text message sent to the wrong person…