Cannes Lions

SPRITE

PRKVADRAT, Minsk / COCA-COLA / 2009

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Overview

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Credits

Overview

Execution

Small laminated cards (70x70 mm) telling about the Sprite promotion were placed in 52 wardrobes in 12 universities all-over the country. The cards were safely individually attached to each wardrobe number.

Why did it work?1) Never used before here. The interest for the unexpected source of information was really significant.

2) No one could miss it. Every student entering the university got in touch with the card as everyone has to use the wardrobe.

3) A long-term contact with information. An ordinary student spends at least 5 hours a day in the university. All this time the card is with him and he has a lot of time to read the information on it and to show it to the friends.

Outcome

In 3 days almost 100% awareness about the promotion was reached among students.

A cost-efficient decision was found as the investments into the cards were really low and the cards were multi time usable. The students exchanged the wardrobe number with the card on its back on their clothes and the number went on to the new student. We have replaced only 28% of cards during 3 days of the campaign.

A new “autumn-winter media” was born as wardrobes usually work only in autumn and winter. Still, in our Belarusian climate it’s half of spring too.

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