Campaign details

Brand: Coca-Cola
Lead Agency: Interactive Avenues - A Reprise Network Company
Region: APAC

Objective

The growth of new consumer acquisition in the beverages category had slowed down in Q1 of the 2019 fiscal year. We formulated this campaign with a clear objective of recruiting new customers across the country through an active digital engagement on a brand-owned property and create a pool of first party data for future communication and re-targeting.

Target Audience

Cricket lies at the very heart of Indian sports. Subsequently, our intended target audience was 18 – 35 year old, both male and female, cricket-loving gaming enthusiasts across tier 1, 2 and 3 cities.

Creative Strategy

Amidst the fan frenzy during the cricketing season, Coca-Cola wanted to connect with its audience by making them a part of the Cricket World Cup 2019. Since gamification allows us to experience things like a few other things can, Coke wanted to bring the sport to everyone's personal screens and have them experience it through interaction and engagement.