2009 Winners & Shortlists

Results and Effectiveness

The campaign saw great success from a marketing & media perspective with; priceless verbal brand endorsements from the consumers, Pepsi Stars & the TV presenter, along with numerous visual endorsements on-screen & on ground. The event’s website received 2,148 online registrations and a total of 107,538 votes that determined the winners that travelled all the way to London & Barcelona. As well as making the competition winners dreams coming true we also generated a massive 177% of media added value.

Creative Execution

Supporting the event was split into 3 key phases; Registration, Voting & Airing. Tactical TV, radio, online banners & print ads were created and aired to drive registration and increase the awareness of the event in each city. After the event ended in each city the videos of the top 5-10 ‘freestylers’ were uploaded onto www.pepsiarabia.com, where users could vote for their favorite and send contestants on their dream trip. To encourage voting and drive traffic to the website once again TV, radio, online banners & print were used. Throughout the entire period of events, footage was recorded and developed into eight 5 minute episodes and a 30 minute grand finale that were aired in the regions top performing football program – Sada Al Malaeb on the top TV station MBC 1.

Insights, Strategy and the Idea

During the football frenzy surrounding the Euro 2008 Championships, Pepsi’s wanted to showcase true ownership of the football platform and capitalize on their portfolio of World stars. To accomplish this they wanted to empower youth within the GCC with an on ground event and then portray it across different mediums to the general public. Love of football and the personalities within the game is a core passion for our target, who are fanatical and talented football players between the ages of 15-19 from Kuwait, KSA (Jeddah, Riyadh, Abha & Dammam), Oman & U.A.E. This led to the idea of holding a competition aimed at recruiting local talent & awarding them with a dream trip of a lifetime to Barcelona & London to meet the Pepsi Stars: Fabregas, Lampard & Henry. This competition came in the shape of a 7 week event tour styled on ‘American Idol’.