2010 Winners & Shortlists

Results and Effectiveness

Over $800,000 worth of airtime value generated by weekly segments over and above the sponsorship benefits and branded content. The activity prompted viral spread on key online portals such as Waleg, YouTube and Facebook. Videos of the recap where also uploaded by viewers achieving over 10,000 views. The activity generated numerous on air verbal mentions of the brand and ‘thank you Pepsi’ shouts by the Star Academy candidates with enthusiasm. By end of season Pepsi’s association of being a ‘brand associated with music’ increased by 7%.

Creative Execution

We used the popular Sunday evening episode on the 24hr TV channel to run a dedicated Pepsi segment. The candidates on the show were asked to search for a ‘hidden coin’. Hints and tips were provided on a Pepsi digital screen to help students find the coin. The lucky person who found the coin was then prompted to a customized Pepsi vending machine in shape of a jukebox. They then had to use the coin to release a Pepsi can which included their prize written on the side. A weekly recap was then run on Monday’s main channel when viewership was at its peak. Students received on camera music instruments and tools of the latest models and technology to help them kick off their music careers.

Insights, Strategy and the Idea

In Pepsi’s 5th sponsorship of ‘Star Academy’, the regions number one reality music program which attracts nearly 750,000 people per episode, the client was looking for a refreshing integration on air to further strengthen the music credentials after 4 years of nonstop association. Pepsi’s target is young teenagers who enjoy life and technology, an active audience who aspire to their peers and elder companions. Our idea was using the upcoming stars (candidates) in Star Academy as our communication medium.