Sprite Promo, Case study SPRITE CRICKET STARS by Memac Ogilvy & Mather Dubai

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Industry Soft Drinks
Media Promo & PR, Case study
Market United Arab Emirates
Agency Memac Ogilvy & Mather Dubai
Director Christopher Bisset
Associate Creative Director James Bisset
Executive Creative Director Steve Hough Reg
Creative Director Ben Knight Geometry Global Dubai
Art Director Gary Rolf
Designer Christian Louzado
Released April 2011

Credits & Description

Category: Corporate Responsibility
Advertiser: COCA-COLA
Product/Service: SPRITE
Executive Creative Director: Steve Hough (Memac Ogilvy/Mather Dubai)
Regional Ctreative Director: Robin Smith (Memac Ogilvy/Ogilvy Action Dubai)
Creative Director: Ben Knight (Memac Ogilvy/Ogilvy Action Dubai)
Associate Creative Director: James Bisset (Memac Ogilvy/Ogilvy Action Dubai)
Art Director: Gary Rolf (Memac Ogilvy/Ogilvy Action Dubai)
Designer: Christian Louzado (Memac Ogilvy/Ogilvy Action Dubai)
Business Director: Tarek Shawki (Memac Ogilvy/Mather Dubai)
Account Manager: Nader Al Attar (Memac Ogilvy/Mather Dubai)
Account Executive: Bhumi Doshi (Memac Ogilvy/Mather Dubai)
Account Manager: Elvan Rehman (Memac Ogilvy/Mather Dubai)
Pr Director: Sami Moutran (Memac Ogilvy/Mather Dubai)
Ceo: Younis Iraki (Action Marketing)
Project Manager: Jaffer Mohammad (Action Marketing)
Director: Christopher Bisset (Complet Films)
Videographer: Ross Hilier (Complet Films)
Media Director: Assad Kassis
Media Supervisor: Omar Katerji
Media placement: Press Release - Gulf News - 04.04.2011
Media placement: Press Release - The National - 04.04.2011
Media placement: Press Release - Khaleej Times - 04.04.2011
Media placement: Press Release - The Gulf Today - 04.04.2011
Media placement: Press Release - 7 Days - 04.04.2011
Media placement: Press Release - Al Bayan - 04.04.2011
Media placement: Press Release - Al Emarat Al Youm - 04.04.2011
Media placement: Press Release - Al Ittihad - 04.04.2011
Media placement: Press Release - Gulf News Online - 04.04.2011
Media placement: Press Release - Khaleej Times Online - 04.04.2011

Summary of the Campaign
More than 90% of the UAE's 250,000 labourers are from India, Pakistan, Sri Lanka and Bangladesh. These men work long, hard hours in difficult conditions. They spend what little free time they have watching, playing and dreaming about cricket.

When India made history winning the World Cup on home soil, many of the subcontinent's biggest cricket fans were at work. As migrant labourers in the UAE, they were unable to revel in the excitement and glory enjoyed at home.

Labourers from these countries are very familiar with our competitors' products, as Pepsi is the market leader on the subcontinent. We saw a unique opportunity to introduce them to Sprite as a refreshing alternative, while providing them with welcome relief from their hard work and provide them with something they love: Cricket.

We created a cricket tournament, modelled on the World Cup, to turn humble construction workers into cricket stars. The series of trials, practices, group stages and playoffs would ultimately run over 6 months in 8 of the biggest labour camps in the UAE, and culminate in finals at the new $100m Dubai International Cricket Stadium, home to the region's Test Matches and ODI's.

The Situation
We saw a wonderful opportunity to provide some of the most deserving people in the world with a life-changing experience. We were able to actively promote a healthy, active lifestyle, reward labourers for their hard work and provide them with the refreshment they deserve. At the same time we could create a platform through which they were able to showcase their considerable talents in front of an audience.

The Goal
To provide an unforgettable experience for a very deserving audience, labourers from the subcontinent who were generally more familiar with our competitor's products, as we are not the market leader in their homeland.

Research confirmed that labourers spend most of their free time watching, playing or dreaming about cricket. And with the Cricket World Cup being played on the subcontinent and won by India, this gave us the perfect platform to provide a meaningful engagement.

The Strategy
Planning was done in coordination with the UAE Ministry of Labour who threw all of their support behind the campaign, and we determined the 8 labour camps that would take part in Sprite Cricket Stars. There was a team of administrators and planners to handle the logistics - not easy with the labourers' busy schedules. Each team would be provided with an experienced coach for the duration of the tournament.

The 8 teams would then play each other in a round robin event to determine the semi-finalists. The semi-finals and finals were scheduled to be played at the Sharjah Cricket Stadium in a big final event, where entrance was free and we would provide Sprite for the duration.

The campaign had to be adapted continually to accommodate for the unprecedented demand. Originally the trials were supposed to last less than 1 month, but entries were overwhelming and they ran for 3 months. We could not have anticipated the response. Such is the nature of the labourer's lives, and the hype of India's cricket World Cup win, that the scale of the campaign just grew and grew.
Our Tournament Director and his staff worked around the clock at the labour camps to ensure as many people could attend trials as possible. Still, we pushed everything back.

Then because of the scale and importance, the location of the Finals changed from the Sharjah Cricket Stadium to the superior Dubai International Cricket Stadium. Ultimately, what was supposed to be a 6 week event ran for 6 months.

Documented Results
Sprite Cricket Stars represented a total of 153,300 labourers. This was the number of eligible players from the 8 participating camps. Of this, there were over 42,000 entrants into the tournament.

More than 6,000 fans attended the finals. Each member of the winning team, Al Jaber camp from Abu Dhabi, won air tickets to visit their home, courtesy of Sprite.

We received 10 local press clippings with an Ad value of AED 35,740, and PR value of AED 107,222.