Sprite Focuses on Digital Innovation for Latest #needasprite Campaign via McCann, Sydney
Coca-Cola South Pacific has today announced the launch of Sprite's new digitally led #needasprite summer campaign via McCann Sydney. The campaign plays up the fun and refreshing nature of the brand, helping young adults 'cut through the heat' in awkward situations by enabling them to maintain their cool with a Sprite.
In order to most effectively reach its target audience of young adults aged 16-29, the multi-million dollar #needasprite campaign will be the first to be primarily driven by digital innovation and new media technologies, including online video and digital displays. This will be supported by out of home and cinema advertising, which will feature prominent messaging around the role of refreshment.
In an exciting first for the company, Sprite has developed 360 video content that brings to life an integrated Virtual Reality (VR) refreshment experience. The video shows a consumer in a situation where he needs to 'cut through the heat' before asking the audience to take over. It then transforms into a viewer-controlled experience where they are transported into Sprite's VR world.
McCann partnered with Theo Majendie, creative director at CatalystVR, to develop the VR integration.
Says Majendie: "The Sprite VR World project challenged the team to bridge the gap between the film and computer game mediums using the latest technology in 360 visual effects. The seamless transition from 360 video through a VR headset into a VR game world is something we have not seen done before and creates a really unique experience for the viewer."
Additionally, Sprite has worked with Google to tap into innovative products, such as Google Preferred and Vogon, with the aim of creating a bank of engaging and shareable content. Utilising Google Vogon's five second pre-roll format and interchangeable creative platform, Sprite will have produced hundreds of snackable edits of its online video content by the campaign's conclusion.
Says Ross Jauncey, creative agency lead, Google: "We recognise that creative designed with increased relevance to audiences gets greater cut through. This campaign is a great example of using our Vogon technology to achieve this."
Social media content producer and influencer Jackson O'Doherty has also been engaged to help connect with Sprite's audience by launching the Awkward Escapes' series, which will be featured in Sprite videos across owned social platforms. The social influencer content will be backed up by native partnerships with Buzzfeed, Pedestrian and Junkee.
Says Ramona Spiteri, brand manager, Sprite: "With the launch of the #needasprite campaign in Australia, we are excited to continue our mission to take the brand in a new direction that puts digital innovation at the heart of our content.
"The innovations that are part of the #needasprite campaign, including our very first 360 VR video and collaboration with Google, are all designed to harness Sprite's unique product and brand benefits and reignite its refreshment credentials with our target audience. We are confident the approach will be a big hit and will mark the way forward for the brand in future."
Agency: McCann Sydney
Creative Director: Theo Majendie
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