SPRITE - KEEP IT COOL

TitleSPRITE - KEEP IT COOL
BrandCOCA-COLA
Product / ServiceSPRITE
CategoryA11. Best Music / Brand Partnership
EntrantCIRCUS DIGITAL Ho Chi Minh, VIETNAM
Idea Creation CIRCUS DIGITAL Ho Chi Minh, VIETNAM
Production CIRCUS DIGITAL Ho Chi Minh, VIETNAM

Credits

Name Company Position
Vinh Bui Circus Digital Art Director
Chi Nhu Circus Digital Copywriter
Trang Vo Circus Digital Designer
Phuong Nguyen Circus Digital Account Executive
Van Bui Circus Digital Managing Director
Huy Nguyen Circus Digital Creative Director
Trung Duong Circus Digital Executive Producer
Ngoc Bui Circus Digital Content Director

The Campaign

In the process of exploring millennial mindset, one insight stood out: their self-esteem can easily disappear as they find themself in awkward situations. The embarrassment can make they cringe for years. This is where Sprite can help. Because Sprite is the clear drink that provides a hit of refreshment for both physical and mental and helps them smartly navigate through awkward situation, in a cool way. The idea: When life gives you a lemon, gives life a Sprite.

Creative Execution

We kicked of the campaign with an anthem titled “Lách Th?t Phong Cách - Keep it cool”. The song featured a series of awkward moments that Teens face everyday: - Wave at the wrong person - Get caught in naughty situation - Wear the same dress as your rival in a school ball Sprite puts together a dream team for the task: - A underground songwriter who’s famous for his quirky music - A young director who sparked good sense of humor - A singer who has the voice as good as his comedic acting skill. At the same time, we got audience to share their own awkward situations by using 3 Teen KOLs to inspire and lead them . Finally, we cooperated with a popular livestream platform to put our KOLs on the hot seats. Audience can throw awkward situation at these witty people and witness them handle it.

After the 7-week campaign: - Spontaneous brand awareness increased 2 points compared to previous period before launch. - The MV gained 36 million views and 9,237 shares in just 2 weeks, reaching Top 20 on Top 20 Zing MV Chart - the #1 music website in Vietnam. - MV view Completion rate: 37% - Share of voice on social media: 87% against 4 key business competitors. - Total Buzzes 33,590 - Top 10 campaigns on Social in April after 6 days. - Sentiment score: 0.96/1.00 - Earned more than 120 PR articles

Sprite want to do more than just talking about "refreshing" benefit which all lemonade sparkling brands did. We created and delivered the idea "When life gives you a lemon, gives life a Sprite" via a music video titled “Lách Th?t Phong Cách - Keep it cool”. The music video featured a series of awkward moments that Teens face everyday and how Sprite help teens deal with those moments. Within 1 week, the music video gathered over 10 million views. By the end of the campaign, we have a whooping number of 36 million views.

There are many brands talked about being cool and keep self-confidence. What set Sprite apart from those brands and register in Teen’s mind is the key challenge. Instead of communicating the idea through conventional media like TVC, OOH which teens were no longer paying attention to, we delivered the message via what teens love to consume the most: music video. We delivered the message via a music video titled “Lach That Phong Cach - Keep it cool”. The music video featured a series of awkward moments that Teens face everyday and how Sprite help teens deal with those moments.

Links

Video URL