Cricket is one of the greatest sports to Indians and to the whole South Asian subcontinent. The people in the Asian Subcontinent region are addicted to cricket and sometimes become intoxicated; they simply eat, drink and sleep cricket. So when the cricket season kicked off in 2016, people were obsessed!

Sprite as a brand has always been a great supporter of cricket especially that their target audience are Asians. However, competition against the brand was fierce and reaching their audience and standing out was going to be a tough job. And with the sport reaching an all-time high in the region, we had to do things differently.

So, Sprite came up with a promotional campaign targeting blue collar Asians and the objective was to raise awareness and build better credibility with their audience and also to increase sales by 5% VS SPLY

Competing radio stations made live calls to announce their participation and sparked a feud-like competition between them.

Daily calls were made to tease each other about the runs collected and their standing in the RJ leader board.

RJs were also opening cans live on radio & Facebook, educating the audience on the promotion mechanics and engaging their support.

Each radio station created a #hashtag and listeners were asked to re-use their existing codes to help them win by tagging their stations’ hashtags via SMS.

Participation levels and weekly winners were showcased through the daily leader board on Facebook & Cricbuzz.com

Outdoor media across metro stations in the UAE was constantly updated with new visuals reflecting the status of the competition.

The campaign ran for a total of 5 months (from August till end of year) reaching over 3 million blue & white collars in the UAE across all media platforms.