Tic Tac wanted to leverage cricket's popularity in India to promote sharing brand values. They developed a system connecting friends by conference call during key moments in IPL matches to discuss the game live. Users joined groups by SMS and were patched together, introduced by the brand. Over 43,000 people participated, engaging in over 4 hours of shared conversations across cities. The campaign successfully connected friends to share exciting cricket moments live via Tic Tac.

1. Describe the business challenge:Describe the business challenge:
Tic Tac is positioned around fun & sharing with friends. Cricket is by far the biggest fun sharing opportunity in
an Indian context. The task was to bring alive the ‘sharing’ brand value in the context of Cricket.
Describe the consumer challenge:Describe the consumer challenge:
The consumer is bombarded with communication from brands all trying to associate with the sport. BigThe consumer is bombarded with communication from brands all trying to associate with the sport. Big
endorsement deals, huge media spends and club promotions add to his/her cluttered world.endorsement deals, huge media spends and club promotions add to his/her cluttered world.
Insight:Insight:
India loves to share (discuss Cricket with friends) their views on cricket with friends. Most of theseIndia loves to share (discuss Cricket with friends) their views on cricket with friends. Most of these
conversations are during the match. The high points are explosions of verbal interaction across 1.2conversations are during the match. The high points are explosions of verbal interaction across 1.2
billion people.billion people.
‘Most of the time we are not around friends that we would love to share the cricket moment with.’‘Most of the time we are not around friends that we would love to share the cricket moment with.’
Strategy:Strategy:
Connect friends on conference calls at key match moments during the IPL. People could form groupsConnect friends on conference calls at key match moments during the IPL. People could form groups
on mobile with friend would they would like to be patched in to “SHARE EXCITING CRICKETon mobile with friend would they would like to be patched in to “SHARE EXCITING CRICKET
MOMENTS LIVE”.MOMENTS LIVE”. During the matches of the highly successful Indian Premier League the opted in fans were
connected to each of their selected friends for 2 minutes to celebrate the match and Share their views on the
game situation.
Activation:Activation:
An SMS group referral system was developed and promoted to cricket fan clubs and cricket alert subscribers.An SMS group referral system was developed and promoted to cricket fan clubs and cricket alert subscribers.
The system would dial in and patch together groups of friends at select moments to the game in progress. TheThe system would dial in and patch together groups of friends at select moments to the game in progress. The
brand would introduce itself and fire up the conversation,brand would introduce itself and fire up the conversation,
Radio spots were used as support to the campaign. Listeners we asked to participate tby messaging Tic Tac toRadio spots were used as support to the campaign. Listeners we asked to participate tby messaging Tic Tac to
a short code. Promotions were aired in 3 select cities to promote the same.a short code. Promotions were aired in 3 select cities to promote the same.
Captivation:Captivation:
Number of people who were signed in to have the Conference Call-Number of people who were signed in to have the Conference Call- 4367143671
Engagement & Talk TimeEngagement & Talk Time : Total number of minutes of engagement recorded is: Total number of minutes of engagement recorded is 262026262026
(Individuals sharing time on cricket across cities)(Individuals sharing time on cricket across cities)
Submitting Agency: Starcom India –
Phonevalley India
Client/Brand: Ferrero – tic tac
Campaign Title: Share Cricket & tic tac
Client Description: FMCG
Date Beginning-Date End: 15th
April 2010 to 2nd
May 2010
CATEGORY: Creativity & Innovation
Agency Credit (name, phone, email)
1. Albert Pereira
2. Gautam Surath
3. Varun Shah
Contact Albert - +919820903132.
Apereira@phonevalley.com,