ObjectiveCapitalize on the nostalgia for 1992 and the passion for cricket and get consumers singing Coca-Cola’s cricket anthem.
ChallengeInvestment was focused on a 60-Second TVC followed by Crowd-sourced content airing, leaving no resource allocation for the full-length anthem.
SolutionLeveraging 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.
GRP Value of 596%
PaiD Productivity of 1085% of Investment