Obey You
Sprite Digital Campaign
2013
A remarkable digital campaign was done for Sprite Obey You. We used celebrities but in a very disruptive way. A photographer, a boxer and a TV host started posting in their social networks things about themselves that were not in line with their public image. Then, viral videos were launched that showed the celebrities’ true self, which was something totally different from how they were known to mass public.
With strong SMM support, as well as other channels like OOH, In-Store and TV, the campaign encouraged users to post their own photos showing their true self. It finished off with a massive digital promotion that counted 69,000 registered under-cap codes.
No sales-promo, no promo girls and such results. That’s what we call innovation in advertising.
