Sprite Promo, Case study SELL YOUR MOTHER by UM

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Industry Soft Drinks
Media Promo & PR, Case study
Market United States
Agency UM
Creative Director Lone Grove Thomsen
Released April 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: SPRITE
Product/Service: BEVERAGES
Date of First Appearance: Apr 19 2010
Entrant Company: UM, New York, USA
Creative Director: Lone Thomsen
Interactive Account Manager: Jakob Mollmann Larsen
Out of Home Director: Elisabeth Berner
Search Account Director: Anna Bratholm
Media placement: Online - Company website - April 19, 2010

Insights, Strategy & the Idea
We needed to reignite Sprite’s core target group, recruit the next generation of Sprite drinkers and improve brand love scores for our target: teenagers. Sprite is a brand known for pushing the envelope, so the rebellious “Sell Your Mother” creative concept (rooted in our insight that teenagers have a conflicted relationship with their parents) inspired our buzz-driven media strategy. The first phase was a non-branded “Sell Your Mother” teaser to drive curiosity and buzz, which was succeeded by a branded reveal phase with the purpose of creating involvement and engagement. Sprite’s core target group was directed to the Sprite website. The strategy was to create reach and drive awareness at street level as well as in a very targeted environment.

Creative Execution
The “Sell Your Mother” website provided an entertaining platform for rating and bidding on friends’ mothers, and for uploading your own mom for sale. Street-level outdoor, posters at schools, and guerilla marketing at local community centres inspired people to call a number with a pre-recorded answering machine created curiosity and revealed the brand behind the “Sell Your Mother” campaign. Digital media created attention and drove traffic directly to website. To improve trial and in-store visibility, a digital “free Sprite” coupon was sent to consumers’ mobiles on request to drive traffic to selected national outlets where consumers could collect a free Sprite. To create talk-of-town and entertainment, a pop-up store in central Copenhagen was promoted on radio by DJs as well as on Facebook conveying the message: “Bring your mother and get her weight in free Sprite.”

Results and Effectiveness
The campaign outperformed Coca-Cola standards by 100-300% across various KPIs, attaining an awareness level of 80% (60% higher than estimated). From our target of 557,000 persons we got more than 204,000 website visits, with an average time spent of 52 seconds. The mobile coupon campaign, a first-mover initiative in Danish advertising, resulted in 4,531 vouchers created and 1,279 redeemed. We experienced a 62% conversion rate from opened to redeemed and a 28% conversion rate from created vouchers to redeemed vouchers—unprecedented numbers in the Danish market (average 5-6%). Brand love scores improved by 60%, with a 21% increased buying intention.