2010 Winners & Shortlists

THINGS TO DO BEFORE 30

Short List
BrandPEPSICO INTERNATIONAL
Product/ServicePEPSIMAX
EntrantOMD Dubai, UNITED ARAB EMIRATES
CategoryBest Use of Digital Media (Including Internet, Mobile Devices, etc)
Entrant Company:OMD Dubai, UNITED ARAB EMIRATES
Media Placement:OMD Dubai, UNITED ARAB EMIRATES

Credits

Results and Effectiveness

The community grew organically via consumer profile pages, with little conventional media support. Over 8-weeks, this regional first attracted 147,872 visitors to the community with 20% returning daily. 34,797 ideas have been submitted to-date and still growing. Over 3,700 interactions including wall posts, ratings and suggestions spreading the community virally. 10% of the lists are published proudly via consumer profiles. The FB application is now the #1 search result on Google. Most importantly, post research revealed a whopping 44% increase in Pepsi MAX brand affinity since the community began.

Creative Execution

We identified Facebook as the key partner and adopted a viral strategy of producing infectious content. Consumers were invited to create their own lists of ‘Things to do before 30’, tick them once complete, and shout out to their friends for support. Consumers could even invite friends to create their list, and rate each other's ideas while Pepsi MAX promised to make the most popular idea come true. Outside Facebook, we supported this budding community by creating conversations across popular forum sites.

Insights, Strategy and the Idea

Pepsi Max's positioning; ‘Things to do before 30’ reflects a lighthearted view of living life to the fullest. Driven by a collection of humorous TV copies, the positioning inspired us to run a first time in region to close the year for this positioning with a big buzz and small budget. Beyond advertising, Pepsi needed to inject new life by moving past ‘talking the talk’ to actually helping people to do the things they always dreamed of. Research showed that 98% of our target audience uses the internet to connect with friends. Social media has been growing in the Arab World with 57% growth rate.

Credits

Name Company Role
Dani Afioni OMD Director
Waseem Afzal OMD Director
Rami M. Zeidan OMD Associate Director
Hassan Yamak OMD Manager
Biju George OMD Executive