SELL YOUR MOTHER by Saatchi & Saatchi Copenhagen for Sprite

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SELL YOUR MOTHER

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Industry Soft Drinks
Media Promo & PR
Market Denmark
Agency Saatchi & Saatchi Copenhagen
Creative Director Simon Wooller
Creative Kristian Eilertsen, Rasmus Petersen, Lasse Bækbo Hinke, Tobias Ambs-Thomsen, David Ebbesen
Client Service Director Rene Westendahl
Editor Henrik Jensen
Released March 2010

Credits & Description

Category: Event and Field Marketing
Advertiser: THE COCA-COLA COMPANY
Product/Service: SPRITE SOFT DRINK
Agency: SAATCHI & SAATCHI
Date of First Appearance: Mar 21 2010 12:00AM
Entrant Company: SAATCHI & SAATCHI, Copenhagen, DENMARK
Entry URL: http://www.sellyourmother.dk
Creative Director: Simon Wooller (Saatchi & Saatchi)
Creative: Kristian Eilertsen (Saatchi & Saatchi)
Creative: Lasse Bækbo Hinke (Saatchi & Saatchi)
Creative: Rasmus Petersen (Saatchi & Saatchi)
Creative: Tobias Ambs-Thomsen (Saatchi & Saatchi)
Creative: David Ebbesen (Saatchi & Saatchi)
Artwork: Uffe Knørr (Saatchi & Saatchi)
Executive Producer: Anna-Marie Elkjør (Saatchi & Saatchi)
Editor: Henrik Jensen (Saatchi & Saatchi)
Client Service Director: Rene Westendahl (Saatchi & Saatchi)
Media placement: Radio - 2 Spots - The Voice Radio - 21 March 2010
Media placement: Flyers - Everywhere - 18 March 2010
Media placement: Out Of Home - Branded - Outdoor - 21 March 2010
Media placement: Out Of Home - Nonbranded - Specific Locations Near Targetgroup Hangouts - 21 March 2010
Media placement: Online Banners - Nonbranded - Youtube, Facebook, Google, 2hand Sites Etc - 21 March 2010
Media placement: Popupstore - Inner City Gopenhagen (Gl. Kongevej 39) - 28 April 2010
Media placement: Radio - Treasure Hunt - The Voice Radio - 28 April 2010
Media placement: Answering Machine - +46 0733 249 159 - 18 March 2010

Describe the objective of the promotion.
Sprite sparks fresh thinking. As Sprite was hitting the market with a new, reformulated Sprite, we wanted to follow up with an equal fresh sampling promotion. We knew that most of our target group (teens, 15-18 years old) lived at home and had a strained relationship - especially with their mothers. This sparked the core creative idea: Sprite is so good - you would sell your mother to get it.

Describe how the promotion developed from concept to implementation
With the Core Creative Idea in place we started activating the campaign. We used a mix of branded, non-branded media and buzz to drive traffic to the one and only place where you can sell your old, dusty mother and get a new and refreshing Sprite - Sellyourmother.dk

Describe the success of the promotion with both client and consumer including some quantifiable results
Within the first two weeks the campaign website had more than 186.000 visitors. More than 220.000 votes had been cast on the 1.800+ moms that had been put for sale. The website alone had generated over 7.000 samples of new, reformulated Sprite, making it the best danish Sprite promotion ever - and that was only halfway through the campaign.

Explain why the method of promotion was most relevant to the product or service
Sprite is all about refreshing body and mind. The fresh thinking campaign urges the consumers to think in new and exciting ways. So obviously Sprite had to do so itself. With the insight that teens and mothers are not always on best speaking terms. Our campagin not only talked straight into the 'everyday experience' of the target group, but also gave teens and mothers a common project and reason to coorperate. The owner of the winning mother got a Mac - and the mother a nice, relaxing SPA.