2011 Winners & Shortlists

The Campaign

Diet Pepsi has been suffering from a decrease in image KPI’s and needed to turn them around. Our challenge was to build on Diet Pepsi’s empowerment platform & engage with real life woman in order to positively enhance their perception. Insights: - In Jordan, under Queen Rania’s lead, the notion of empowering women has been initiated in the market, and already workshops have been established with the UN to take it forward. - Fashion & beauty remain hot passion points among the Jordanian females where beauty & fashion magazines are still on the rise & the fashion/beauty dialogue on the net is still fertile. Building on this, our communication idea was to use fashion and beauty as entry points to incorporate empowerment. A Miss Diet Pepsi competition was developed to empower women & reward them on their individuality then on their appearance.

Success of the Campaign

Miss Diet Pepsi was recognised based primarily on individuality via the workshop, and then finally based on her looks as icing on the cake! - 166,000 fan page visits, 255,000 photo views, 40,000 interactions - Diet Pepsi Jordan achieved more than 47,000 Facebook fans, making it one of the largest existing fan pages for Diet Pepsi. - Image KPIs were met and exceeded with: +2 pt on “inspires you” KPI, +4 pt on “is for young people” KPIs, +3 pt on “brand I would recommend to others” KPI - Digital media KPIs grew by an impressive 9 pts

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The idea was to invite women to 'broadcast their inner beauty!' via setting up a Miss Diet Pepsi competition, which empowered and rewarded them - first and foremost on their individuality, via empowerment workshops, held with life coaches, which nominated them to the next level, then on their appearance via a fan voting process. We had to find a media platform that is cost effective and has the ability to engage with our target and communicate the mechanics of the competition. Since online is recognised as the most-used mode of expression among Jordanian females, led by Facebook, a Facebook page was developed to resolve the barrier and apply the 3 stages of the competitions: 1. Recruit women, via a call to action on radio, to broadcast their inner beauty 2. Identify the beauty within through empowerment workshops 3. Select Miss Diet Pepsi via voting online