• Situation – If cricket is a religion in India, a Cricket World Cup is salvation. Playing your arch rival Pakistan is always a heated affair. And playing them on home turf means intense heat on the ground. In a World Cup, this heat is amplified 10X times.

• Brief – How could Sprite use its lemon and lime flavoured credentials to become the ultimate refresher of the most heated moment in India?

• Objectives

Drive consumer engagement with Sprite’s innate refreshment on the most heated D-Day.

KPI 1: Increase consumer reach for Sprite Refreshing Platform ‘Stay Cool’.

KPI 2: No. of scans through the hottest billboard while the match is on.

During the ICC Cricket World Cup 2023, millions got to experience the scorching heat of the India vs Pakistan match, on TVs and inside the stadium. But Sprite wanted millions more who were on the move to experience the heat of the game. So we installed decibel-based, heat tracking billboards outside the stadium and around the city of the match. A first in India, these billboards tracked the screams and cheers inside the stadium, converted the decibels into temperature, and contrasted it with live city temperature. All in real time! Temperatures dipped and rose depending on the moment-by-moment intensity of the match. At certain heart-stopping moments in the game, the temperature crossed 67°C, making the stadium ‘The Hottest Spot on Earth’. All the while, people could summon Sprite to rescue them from the heat, by simply scanning the billboard and ordering a Sprite online.

Drive consumer engagement with Sprite’s innate refreshment on the most heated D-Day.

KPI 1: Increase consumer reach for Sprite Refreshing Platform ‘Stay Cool’.

Results: The Hot Billboard campaign reached an unprecedented scale of 183 million within a single day, that’s more than half the population of the US.

KPI 2: No. of scans through the hottest billboard while the match is on.

Results: Caught our consumers on-the-move! Generated 20K scans on the way to the hottest stadium in the country.