Sprite has launched its latest summer campaign in China “Release your summer in 100 ways”. Conceived by Isobar, the online to offline campaign targets China’s post 90s generation, encouraging them to go offline, outside and enjoy their Summer.
The campaign was created following a key insight that most of China’s post 90s generation are students, who don’t always make the most of their summer holidays. While they believe a perfect summer should be carefree, fun, adventurous, experimental and spontaneous, most of the time they end up staying at home, surfing the Internet, watching online videos and playing games due to the weather, lack of money or a heavy load of homework etc.
To inspire these consumers and make their summer dreams come true, Sprite and Isobar developed a campaign to create 100 different summer activities to take part in. Through big data analysis, Isobar divided the activities into six categories focused on: food and drink, fashion, travel, sports, party and entertainment. Based on these categories, Sprite designed 100 different designs for their packaging, depicting the activities. To take part in a summer of fun, all consumers need to do is select their drink and scan the QR code on the Sprite can, play a fun mobile game for a chance to win coupons for a number of different summer activities, most of which require them to get offline and outside.
Sprite has also partnered with MoWeather, the leading Chinese weather APP to encourage consumers to go outside when the weather gets warm in their city. When the temperature gets to 35°C (95°F) or above, coupons are made available for APP users to download. Using the coupon, they can walk into selected McDonald’s to get a free Sprite.
And for consumers who do prefer to stay at home, Sprite also have options for them. They can enjoy their summer days playing Sprite mobile games, watching Sprite online-cartoons specially designed for them, or download coupons for a variety of online activities.
Rohan Lightfoot, Managing Director of Isobar Shanghai, said: “A lot of people think that digital marketing happens online only. But we believe digital marketing is more than that. At Isobar, we don’t think of digital as a destination, but a tool and platform to engage consumers in the offline world. A good digital campaign should be able to affect consumers’ real lives and make it easier for brands to engage with them in the real world. The Sprite summer campaign is a good example: by using digital tools, we encourage consumers to get off the Internet, to embrace the summer and to love the brand. ”