The automation and efficiency of Clinch’s Flight Control enabled The Coca-Cola Company to launch a large-scale awareness campaign for Sprite across multiple markets using a variety of real-time personalization triggers that made each consumer experience feel hyper-relevant.‍

Strategy‍

The Coca Cola Company’s agency of record, WPP, curated a multi-dimensional creative strategy to make viewers think of Sprite as the beverage of choice, anytime hot weather or a heated moment strikes.

Solution

The industry-leading omnichannel campaign activation platform, Flight Control, provides the automation and efficiency required to activate a campaign of this scale and complexity.

Creative Authoring at Unprecedented Scale

‍Robust dynamic templates were created to support the image and copy assets required for each region, activation channel, and creative condition. Flight Control’s ad builder made the process of mapping dynamic parameters within the creative template drag-and-drop simple, with unmatched production capacity and speed.

Streamline Stakeholder Participation in One Platform

• Ogilvy crafted assets and master templates, serving as the foundation for creative versioning, and these were seamlessly integrated into Flight Control.
• Hogarth oversaw the transcreation process tailored for each market, utilizing Flight Control for efficient reviews of market-specific language.
• Mediacom took charge of comprehensive media planning and strategy, orchestrating the entire campaign lifecycle—from creatives to data feeds and logic—all centralized within Flight Control.

This streamlined collaboration allowed Clinch to consolidate the outputs of all three agencies, enabling the templating and execution of thousands of creative versions that would have been impossible to achieve manually. Flight Control emerged as the key enabler, providing a centralized hub for synergy among Ogilvy, Hogarth, and Mediacom.

Advanced Omnichannel Ad Serving

‍A series of personalization triggers native to Flight Control were seamlessly applied to the creative decisioning strategy, ensuring a hyper-personalized experience for the viewer with every ad serve.

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Results

Flight Control empowered the Sprite team to craft over 800 distinct styles and 18,000 creative variations for the campaign. The dynamic creatives surpassed their generic counterparts, demonstrating a heightened Click-Through Rate (CTR) and reduced CPM.

Notably, the association of Sprite with “heat” experienced a notable uplift across all markets, with a particular impact observed in Belgium and France. Additionally, enhanced ad recall was evident in key markets, including the UK, France, Belgium, and Sweden.

Thanks to the automation and creative versioning capabilities provided by Clinch, the speed to market for a campaign of this magnitude underwent a substantial reduction. This efficiency gain liberated the team to redirect their efforts towards more strategic tasks.

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