Active case study: Sprite
The brief
Coca-Cola wanted to run a media campaign on Sprite products centred around the theme of '24 hours to do your own thing'.
The challenge
Active had no prior notification of what ideas consumers would come up with, and faced the daunting task of creating holidays from scratch that could be anywhere in the world and based on any theme or experience, all to extremely tight deadlines.
The solution
Our travel team were split into their areas of expertise and worked on prize suggestions which came in that covered those areas. Other members of staff were seconded to the team to help with the enormous amount of research and bespoke bookings that had to be conducted.
Destinations included Sydney in Australia
Activities included modelling in Milan
The execution
Once the prize-winning suggestions arrived, they were placed with the individual team leaders. They then organised the team and gave them particular tasks to ensure the very tight deadlines imposed were met. Liaison with the prize winners was constant, as visas, insurance, flights and accommodation had to be arranged almost immediately. A few of the holidays required bespoke transfers and outdoor camps to be assembled, as there were no accommodation or transport links at some locations.
The success
We managed to fulfil all of the suggestions we received, which tested even our prize fulfilment capabilities to the limit at times! Some of the holidays we organised included:
- To try and catch a Golden Mahseer fish in Northern India
- To play the didgeridoo with Aboriginees in the Australian outback
- To do the Bloukrans bungee jump, the highest span arch bridge in the world
- A photographic modelling and catwalk shoot in Milan
- To climb Sydney Harbour Bridge
- To cycle down a volcano in Hawaii
- To join the mile-high club on a private jet in the USA
- To canoe through swamps in Costa Rica