Capitalize on the nostalgia for 1992 and the passion for cricket and get
consumers singing Coca-Cola’s cricket anthem.
Investment was focused on a 60-Second TVC followed by Crowd-sourced
content airing, leaving no resource allocation for the full-length anthem.
Leveraging Agency Relationship and Business, we aired Coca-Cola’s cricket
anthem – a full 160 seconds – on TV at minimal costs. 75% of the channels
aired the song at no cost – others were at highly discounted price.
6,904 Song Airings
307 Hours of Airtime
GRP Value of 596% PaiD Productivity of 1085% of Investment