Sprite
Obey You — adapt nothing, be yourself
Local execution of the global Sprite platform. Cast local celebrities and asked them to break their own public stereotypes on camera — each stepping out of their known image. Ran as an under-the-cap promo with prize tiers redeemable via site and SMS, paired with editorial TVCs and a shareable social cut.
Winning codes at the volume the platform required — deep consumer engagement across channels.
69K
Winning codes redeemed under-the-cap
3
Celebrity-led TVC chapters, each built around a local truth
Dual
Redemption mechanic — web and SMS
External reference — campaign case page on mccann.az.