KUALA LUMPUR, MALAYSIA – Media OutReach – November 17, 2023 – In an ever-tense world, Sprite Malaysia’s ‘Stay Cool Je’ social campaign creatively transformed passionate moments into laughter, creating ripples among Gen Z and millennials. local gaming community.
The idea for Sprite Malaysia was born from the common idea that we are constantly on the edge, that the smallest triggers cause people to lose their cool, especially among Generation Z. This results in a duration of reduced attention, increased stress levels and “finding their place in the world.” ” problems. It was necessary to tackle the common enemy: “the feeling of heat”! “How to better resonate with Generation Z by approaching hot moments in a positive way was the challenge for Sprite,” said Lim Kean Yew , Director of Social Listening and Consumer Engagement for APAC, The Coca-Cola Company.
Gaming and e-sports are an extremely popular source of entertainment and social activity among Generation Z in Malaysia, with 45% of them regularly watching gaming videos.
“In identifying and analyzing this very exciting activity, Sprite recognized that many players and streamers often lose their cool, with heated moments that prevent others from fully enjoying the game. Sprite stepped in with “Heat Happens, Stay Cool’, but in a very localized context of ‘Stay cool, I’ which resonated with Malaysians,” he explained.
Sprite focused on the emotional transition that often occurs during a gaming session; from excitement at first, to increasing tension, followed by frustration and rage.
By collaborating with four renowned gaming streamers, Gripex, Ombong, Feekz and XK Penjahat, during their live broadcasts, viewers were encouraged to call out their passionate behavior. To atone for their behavior, Sprite initiated humorous challenges and activities, such as eating a spoonful of wasabi, doing push-ups/dancing while playing, cooling off with a Sprite, turning anger into laughter, turning passionate moments.
The campaign resonated strongly with its audience, with streamers and fans recognizing the impact the campaign had on their gaming behavior.
Malaysia Mobile Legends League crowd-pleaser XK Penjahat had the honor of being approached by Sprite, his favorite drink.
“Staying calm and cool, controlling our emotions during a live broadcast is always a challenge. Even more so if we are on a losing streak and are being trolled!” he said. “Looking back, the challenges we faced were really funny and entertaining. But more importantly, it taught us players how to relax, keep a cool head and enjoy the game,” said he added.
Ombong, one of the main maps in the Malaysian Mobile Legends league, said: “The challenges we faced when our ‘frustrated’ behavior was called out were spontaneous. I picked them up without thinking too much. Surprisingly, the fun and entertainment of the challenge allowed me to interact with my fans and Sprite, which helps calm me down.”
Sprite’s “Stay Cool Je” livestreams garnered 293,000 views with a staggering 19% average engagement rate, while influencer reaction videos to the livestream reached above the industry average. sector. The campaign was one of many firsts for Sprite, including live community engagement and responses, with the use of Instagram Reels.
Despite its limited media budget, the campaign reached 17.5 million users across Facebook and Instagram, reversing the downward trend in Sprite’s follower numbers across both social media platforms, with strong growth in penetration of the brand and net sales compared to the previous year.
“As our world gets hotter and hotter, we’re glad that Sprite has helped cool spirits, cooling people down in many ways,” Lim said. “We believe the campaign message is very relevant and timely. No matter the situation, we call on all Malaysians to “Stay Cool, Me” with Sprite.
By identifying the opportunity to spread positivity, Sprite’s unique approach to helping drive behavior change was recognized by the communications sector who received Silver in the Non-Alcoholic Beverages category at the Malaysia Effies Awards 2023 , as well as Silver for Excellence in Marketing at a Specific Audience Category, Silver for Excellence in the Gaming Category and Bronze for Excellence in the Social Media Marketing Category at the Malaysia Marketing Excellence Awards 2023.
Hashtag: #HeatHappens #Panasnya #StayCoolJe #Sprite #StayCoolJeChallenge
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