Categories Name : MOBILE and TABLETS

Sub-Category : Best Use of Mobile to Drive Sales

Entry Name (Campaign) : Sprite Keeps Commuters Cool through an Instant Purchase Mobile Campaign

Main Creative URL : https://go.inmobi.net/hubfs/IND_2023_IDMA/Sprite/Sprite_IDMA_2023.pdf

Results

Refreshing Indians since 1999 and created by The Coca-Cola Company, Sprite is the world's leading lemon-lime flavored soft drink. The brand is also known for its cool and honest attitude, providing its consumers with a spurt of refreshment every time they drink the sparkling beverage.
The brand launched a new campaign called “Thand Rakh” meaning “stay chill”, which urges consumers to keep calm during heated moments and stay chilled with a bottle of Sprite. Having noticed how Indians could no longer withstand the constantly rising temperatures and traffic after staying indoors for two years, Sprite saw an opportunity to help them stay refreshed while driving purchase intent.
Sprite intended to reach consumers in Indian cities where the consumption of the drink is high and frequent. Considering today's short attention spans, Sprite wanted to leverage moment marketing. The brand created an eye-catching GIF-based experience that integrated the weather and location API to accurately display the real-time weather in the live location of the user along with the traffic condition.

By doing so, Sprite delivered tailor-made experiences predicting low, moderate, or heavy traffic and showed a custom creative for each condition with the core message ‘Thand Rakh’, inviting them to chill with a bottle of Sprite.

With a first-of-the-kind campaign, the brand introduced the concept of personalization for audiences in a diverse country like India with dramatic weather conditions and creatively leveraged location-based marketing to drive sales through mobile.

The personalized moment marketing ad experience delivered amazing results with a remarkable 2X click-through rate and a 3X overall engagement rate, as compared to the industry benchmarks. Reaching a whopping 2.8 million unique users in 2 weeks, the brand recorded over 144,000+ visits to e-commerce website with the end card CTA on the GIF based experience.