The Brief

Summer in Japan is super hot! We expressed, by drinking Sprite with the catch copy of "Sudden (Instant) Refreshment" will give refreshing sensation to the people whose suffering from the heat!

Describe how the promotion developed from concept to implementation

Re-innovate the vending machine to the SPLASH machine, so the act of buying the product itself will give the sudden refreshing sensation. Vending machine is 6m high. Like any other vending machine, by pressing the button the product will fall. But what's unique about this vending machine is that it uses that momentum to make huge splashes. This vending machine installed all over Japan in beach, outdoor festival, muggy business district, and road-side. This splash machine has tiny camera embedded to capture the moment of people who experienced the event and spread out "SUDDEN REFRESHMENT" all over SNS.

Describe the success of the promotion with both client and consumer including some quantifiable results

With same campaign budget from last year, we increased sales by 120%. Several viral movies were created and watched over total of 4 million times over the Internet. It was spread out through SNS as well, and there were up to 5000 tweets just in one day. Media cost to spread out the topic was not used. In total, 70 thousand people experienced. There were huge line at most of the event with 2 hours wait, and depend on the location it was 4 hours. The products were sold out, even in regular vending machine around the event.

Explain why the method of promotion was most relevant to the product or service

By making one of the merchandise sales channels called vending machine in to entertainment, we guided direct purchasing successfully. Huge splashes created by vending machine deliver the key message of Sprite’s “Sudden Refreshment” very effectively. Renovation of this typical vending machine, which is one of the biggest sales channels, we planted strong impression of the product to the users.