Objective

Capitalize on the nostalgia for 1992 and the passion for cricket and get consumers singing Coca-Cola’s cricket anthem.

Challenge

Investment was focused on a 60-Second TVC followed by Crowd-sourced content airing, leaving no resource allocation for the full-length anthem.

Solution

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.