Sprite: Formula Songs

 

Campaign Summary

Sprite wanted to turn boring formulas students have to learn by heart into catchy songs that also helped promote Sprite’s new formula. To do that, Sprite turned to YouTube and found six teachers that used music to help students memorize formulas for college admission tests and invited them to write songs, shoot, and perform in the music videos. The company created songs for the seven formulas that are more frequently required on standardized tests in the last 10 years, according to data from Google.

Strategy

Objective and Context:

Instead of promoting just Sprite’s new formula, the company decided to help the students with the formulas they needed to memorize in order to get into college and created a campaign called Formula Songs. And that would be Sprite’s way to help release some of the pressure they were feeling in that phase. So, Sprite went over the last 10 years of college admission exams, and found out what the most frequently asked formulas were. Then the company called six teachers of five different subjects, such as mathematics, physics, chemistry, biology, and grammar, to write songs about these formulas — and be accessed on mobile phones.

Target Audience:

Sprite launched a new sugar-free formula in Brazil and wanted to advertise it to its target demographic: teens. But the problem was that they were all tense and busy trying to memorize dozens of other formulas they needed to know to pass the ENEM, the world’s second biggest college admission test. So, Sprite’s challenge was to promote this new Sprite formula and release some of this pressure teens feel prior to the test, as suggested by the brand’s concept: RFRSH.

Creative Strategy:

Sprite created seven songs and seven music videos with the formulas that were more frequently required in college admission tests, according to the statistics. The company released a playlist on Spotify weeks before the big test, followed by the music videos and a special binder, which brought an LP with all songs, lyric posters for the students to memorize the lyrics and hang on their bedroom walls. At night, while they were studying, the radios played Sprite’s formula songs.

This action took place all over Brazil until the end of the year and until all major college admission tests were over. But the best part was that Sprite managed to take this idea to the classroom, as other teachers got into the RFRSH way of studying.

Execution

Overall Campaign Execution:

Sprite created seven songs and seven music videos with the formulas that were more frequently required in college admission tests, according to the statistics. The company released a playlist on Spotify weeks before the big test, followed by the music videos and a special binder, which brought an LP with all songs, lyric posters for the students to memorize the lyrics and hang on their bedroom walls. At night, while they were studying, the radios played Sprite’s formula songs.

This action took place all over Brazil until the end of the year and until all major college admission tests were over.

Mobile Execution:

Sprite created seven songs in various subjects that were easily accessed on mobile phones.

Results (including context, evaluation, and market impact)

Sprite received more than 20 million views on Facebook and YouTube. More than 2,000 hours of songs were played on Spotify. Although Sprite’s sugar-free formula hasn’t resonated with consumers, the campaign managed to achieve a 90 percent approval rate on social networks.


Categories: | Industries: | Objectives: Mobile Audio | Awards: Gold Global Winner

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