2011 Winners & Shortlists

The Brief

The communication message used invited “Young ladies with style and personalities” to participate- hence the target audience communicated for was broad. The competition was laid down across a 3 phase filtering process: o Recruit women: via a call to action for young ladies to broadcast their inner beauty o Identify the beauty: Based on their registration form, 200 lucky ladies were selected to attend a health, beauty and motivational workshop hosted by Diet Pepsi. o Select Miss Diet Pepsi: Workshop attendees were filtered, based on their performance, & nominated to become Miss Diet Pepsi. Fans then voted for Miss Diet Pepsi.

Creative Execution

Celebrating, beautiful and confident women in a striking blue and silver design. The campaign’s real strength lied in how it was carried through successfully online and on radio mainly driving traffic to the fan page. The focal fashionable figure of the woman and the dazzling effect of the background combine to emphasize on the grand prize and on the Diet Pepsi lifestyle. It's most appropriate as it fits withthe brand character of Diet Pepsi (feminine, attractive, young, & trendy). The visual was specifically created to the modern young contemporary female.

Describe the creative solution to the brief/objective.

Diet Pepsi’s brand character is feminine, attractive and fashionable while its main platform is all about empowerment & inpiring women to become all that they can be. The empowerment workshops along with the competitionwhich encouraged fans to vote captured the true essence of the brand as it was in line with the brand platform, tied in to our taret's main passion points: fashion & beauty, & provided a means for our target to express themselves online.

Results

• More than 47,000 facebook fans on the “Diet Pepsi Jordan” fan page making it one of the largest existing Diet Pepsi fan pages • 166,000 fan page visits, photo views surpassed 255,000; and more than 40,000 total interactions • Image KPI’s were met and exceeded with: o 2 points increase on “Inspires you” KPI o 4 points increase on “is for young people” KPI o 3 points increase on “brand I would recommend to others” KPI • Digital media KPI’s grew by an impressive 9 points. The fanpage established loyal fans and consumers which were very receptive to current messages and have proven they will actively engage with the brand via social media