August 24, 2007
Sprite – Ghanta Bajega, Ghanti Bajegi (Mobile2win)
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This was a sales linked promotion – The “Ghanta Bajega, Ghanti Bajegi” offer. The promise was winning ‘on the hour’. Objective was to induce additional sales of Sprite during the summer period.
An unique number was given under every crown/bottle cap of Sprite. Around 2 million Sprite crowns had a unique code printed in them. Users could message that number to our
shortcode -8558 (connected and integrated with every carrier in the country) and win NOKIA N-Gage, phones every hour.
The promo was communicated through TVC, Print, Outdoor, POS and Radio. Consumers were told that they could win by drinking Sprite, looking under the crown/bottle cap of Sprite and sending in the unique code for a chance to win.
A TVC was created specifically for this campaign.
The unique codes also enabled consumer location tracking.
Consumers who did not win for a particular hour were eligible to win every hour for that day.
Three separate draws were conducted for the states/regions in <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />India: Goa, Gujarat, and Tamil Nadu.
Four region-response reports were to be created by m2w that helped in tracking consumer behavior across these regions.
Results: 750,000 responses in one month.