Past Winners

2012 Winners & Shortlists

2012 Promo & Activation

SPRITE CRICKET STARS

Grand Prix

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ClientCOCA-COLA
ProductSPRITE
EntrantMEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Type of EntryProduct/Service
CategoryCorporate Image & Information
TitleSPRITE CRICKET STARS
Product/ServiceSPRITE
Entrant Company:MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Sales Promotion/Advertising Agency:MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES

The Brief

To introduce the region's hard working labourers to Sprite by giving them something they'll never forget. We wanted to give them relief from the hard work and provide them with something they are truly passionate about - cricket.

Describe how the promotion developed from concept to implementation

We created a cricket tournament, modeled on the World Cup, to turn humble construction workers into Cricket Stars. The series of trials, practices, group stages and playoffs ran over 6 months during their free time and culminated in finals at the Dubai International Cricket Stadium. Trials were held in 8 of the biggest labour camps in the UAE, lasting 3 months. Practices took place at night and continued into the morning. The final squads then played in a round robin tournament. This culminated in the semi finals and finals, contested in a special event at the Dubai International Cricket Stadium.

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

Sprite Cricket Stars represented a total of 153,300 UAE labourers. This was the number of eligible players from the 8 participating camps. Of this, there were over 42,000 entrants for the Sprite Cricket Stars tournament. More 6,000 fans attended the finals, where they enjoyed complimentary Sprite.

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

The tournament took place in the UAE where it can get very hot. When labourers are working or playing cricket, Sprite provides them with just the refreshment they were after. This made the Cricket Stars tournament the perfect fit for the Sprite brand.

Credits

Name Company Position
Steve Hough Memac Ogilvy & Mather Executive Creative Director
Robin Smith Memac Ogilvy & Mather Regional Creative Director
Ben Knight Memac Ogilvy & Mather Creative Director
James Bisset Memac Ogilvy & Mather Associate Creative Director
Gary Rolf Memac Ogilvy & Mather Art Director
Christian Louzado Memac Ogilvy & Mather Designer
Tarek Shawki Memac Ogilvy & Mather Business Director
Nader Al Attar Memac Ogilvy & Mather Account Manager
Bhumi Doshi Memac Ogilvy & Mather Account Executive
Elvan Rehman Memac Ogilvy & Mather Account Manager
Younes Iraki Action Marketing Ceo
Jaffar Mohammed Action Marketing Project Manager
Christopher Bisset Complet Films Director
Ross Hilier Complet Films Videographer