2012 Winners & Shortlists

The Campaign

Issue The brief was to create a campaign that leveraged the refreshment cues of Pepsi by creating an activation to engage out target audience of music lovers in the region. Objective Create an easy to use music application that allows Pepsi's consumers to endeavor into the creation of music while leveraging the refreshing sounds of Pepsi. Strategy / Relevance Our strategy was to create an easy to use music mixer application that leverages Pepsi sounds in a tasteful manner. Aligning with music related brands like Beats Audio and the Miami Music Festival, we wanted to ensure that the incentive's in the competition would encourage engagement. We also incorporated a trivia game and a music video application for additional excitement.

Success of the Campaign

With weekly prizes and a grand prize embedded along with strong social and media support, the initiative's performance did very well. The Pepsi client was very pleased and the consumers proved to be extremely engaged. After the 11-week campaign came to a close, this initiative boasted a total of 1896 created tracks, over 45,000 votes cast and more than 20 million post impressions on Facebook. Pepsiarabia.com interacted with over 88,000 unique users with the average time spent on site being over 2 minutes, well above industry standard. One of the most impressive things that happened during this period stemmed from the competitors. We had a competitor share a video with us of all the things he had done. Among them were customized Facebook social ads as well as going to cafes with wi-fi and engaging with the coffee goers asking them to vote for him.

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

The campaign kicked off with a Flash Mob initiative in a music festival in Lebanon. We then launched the application online. The application sat on both pepsiarabia.com and Pepsi Arabia and Pepsi Masr Facebook fanpages via the use of a tab. Viral videos featuring our Pepsi Stars were then rolled out. Once the application was launched, we developed 4 sets of banner bursts, including linear, video and rich homepage takeover banners strategically timed during key phases of the rollout of the competition. Throughout the campaign period, the Pepsi Arabia and Pepsi Masr Facebook Fanpage were very active via the wall. To thrill the Pepsi Fans we tied up with MTV for exclusive live concert content that was well received. We also tied up with Danny Neville, a leading DJ in the region, to submit DJing tips. In market, we also had radio and outdoor initiatives leveraging the platform further.