Sprite: SPRITE'S REFRESHING TRUTH SERVICE

Credits & Description:

Advertiser: THE COCA-COLA COMPANY
Agency: HALBYE KAAG JWT
Category: Best Use of Social Media
Advertising campaign: SPRITE'S REFRESHING TRUTH SERVICE
Chief Executive Officer: Thomas Thorstholm (Halbye Kaag JWT)
Executive Producer: Anna-Marie Elkjær (Friendly Film)
Creative: Lasse Hinke (Halbye Kaag)
Creative Director: Simon Wooller (Halbye Kaag JWT)
Creative: Rasmus Petersen (Halbye Kaag JWT)

Execution
We created a unique truth service that lets the user pick tailor made video replies, personalize them and share them in their social media network and conversations.The service worked across all social media platforms as the videos generated could be posted and shared regardless of platform and in any given context.

Effectiveness
The Refreshing truth service is the Second most popular acticity on Sprite's global Facebook page,and second only to the timeline – making the service more popular than photo-sharing. Over 100,000 unique visitors a day use the app, and on Average, visitors spend over 4min on the site.And best off all: Usage hasn't dropped after paid media support stopped.

Strategy
-Enlarge the digital footprint of Sprite's 'Let the Truth Refresh You' campaign in the target group.-Target: Advertising resistant 15-20 year-olds, skew boys.- The social media conversation of the target is full of ridiculous updates, exaggerated post and out right lies. We wanted to become the truthful voice of this conversation.-Sprite's Refreshing Truth Service helps the target group share the truth in their social media network in a relevant, funny and personal way. Thereby creating genuine involvement, valuable shared content and brand involvement.