Sprite Joke In A Bottle

Objective

To bring their 'Thand Rakh' communication philosophy to life and create an engaging and entertaining experience for their audience during annoying or mentally heated moments, Sprite devised an on-pack promo. The goal was to help people stay calm and composed in challenging situations. To achieve this, the Sprite team introduced the "Joke In A Bottle" campaign, a creative initiative designed to partner with JioSaavn and accomplish two key objectives:

1. To generate awareness for the WhatsApp platform, Sprite enticed the JioSaavn audience through ads on JioSaavn, encouraging them to connect on their WhatsApp platform. On WhatsApp, Sprite played the role of a friendly companion, allowing users to listen to jokes. The Sprite team collaborated with JioSaavn to bring the JioSaavn audience onto their WhatsApp platform.

2. Enhance Engagement & Drive Sales for Sprite: While tapping into the humor space, the campaign also sought to boost engagement with Sprite and, consequently, drive sales. The Joke In A Bottle campaign's witty and light-hearted approach resonated with consumers, further aligning them with Sprite's brand identity and encouraging them to enjoy its refreshing products.

Strategy

To achieve their two primary objectives, the Sprite team at JioSaavn devised two engaging strategies, encouraging listeners to "thand rakh" (relax and chill) by either having a Sprite or enjoying a humorous experience.

The first strategy involved creating and hosting the "Joke In a Bottle" zone podcast to captivate users with jokes. The podcast consisted of 10 hilarious episodes featuring India's comedy king, Kapil Sharma. To maximize its reach, JioSaavn utilized one of its best ad experiences, the Standard Audio Ads, allowing Sprite to connect with a vast audience and facilitate a sense of relaxation.

In the second strategy, Sprite aimed to offer a personalized one-on-one experience by engaging JioSaavn's audience through a WhatsApp chat. Users were treated to jokes directly on WhatsApp. To reach to a further bigger audience, JioSaavn employed an innovative ad experience known as Dynamic Audio Ads. These ads were customized based on two parameters: the day of the week and the time of the day. As a result, users received hyper-personalized content, making the interaction more meaningful. Upon clicking on these ads, users were directed to a landing page on WhatsApp, where they could enjoy the humor-filled jokes.

Overall, these two strategies enabled Sprite to effectively engage its listeners, ensuring they had a relaxing and entertaining experience, whether through a refreshing Sprite or a laughter-filled podcast on JioSaavn's platform.

Results

Dynamic Audio

• CTR: 2.12%
• Display Impressions: 6443126
• LTR: 94%

Standard Audio

• Audio Spots delivered: 8.1MM+
• 80% Share of Voice

Nielsen Report:

• 5% increase in Brand awareness
• 76% of the users were able to recall the ad correctly
• 91% users correctly associated the Joke in a Bottle messaging with Sprite