Brand | PEPSI |
Product/Service | PEPSI |
Entrant | OMD Dubai, UNITED ARAB EMIRATES |
Category | Consumer Products |
Entrant Company: | OMD Dubai, UNITED ARAB EMIRATES |
Advertising Agency: | FILMMASTER MEA PRODUCTIONS Dubai, UNITED ARAB EMIRATES |
Media Placement: | OMD Dubai, UNITED ARAB EMIRATES |
Results and Effectiveness
With weekly prizes and a grand prize embedded along with strong social and media support, the initiative's performance skyrocketed.
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.
This campaign lived on the Pepsi Arabia website but extended via Facebook, bloggers, forums, viral videos, online banners. It was also supported by outdoor, radio and flash mob initiative.
Creative Execution
Our strategy was to create an easy to use music mixer application in a tasteful manner. We also incorporated a trivia game and a music video application for additional excitement.
We made the application simple and easy to use. With loops and sound effects embedded, we made it easy for all to participate. We however opened the door for creativity by allowing people to upload their own sounds.
In addition, Pepsi star involvement was prominent to further legitimize the initiative. We incorporated them in the banner communication, viral video output, the judging of songs along with the live announcement on Facebook.
Insights, Strategy and the Idea
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.
The objective was to 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.
Credits
Mazen Sraj |
OMD |
Senior Executive - Digital Planning |
Faisal Shams |
OMD |
Director- Planning |
Dani Afiouni |
OMD |
Regional Director - Planning |
Habib Daher |
OMD |
Manager- Planning |
Wissam Chami |
OMD |
Executive- Planning |
Manal Abdulaleem |
OMD |
Junior Executive- Social Media |
Farah Mehdi |
OMD |
Executive- Social Media |
Khaled Akbik |
OMD |
Manager- Social Media |
Meredith Tuqan |
OMD |
Director- Social Media |
Richard Mcbeath |
Proximity |
Group Account Director |
Nadim Khouri |
Proximity |
Account Director |
Rodrigo Mavu |
Proximity |
Creative Director |
Dexter Retamer |
Proximity |
Art Director |
Vincent Maraschin |
Proximity |
Senior Flash Developer |
Wim Coetzee |
Proximity |
Technical Developer |
Ibrahim Yacoub |
BBDO |
Account Director |
Amanda Kobeissi |
BBDO |
Account Manager |
Fouad Abdel Malak |
BBDO |
Group Creative Director |
Marie Claire Maalouf |
BBDO |
Creative Director |
Darren Mccall |
BBDO |
Copywriter |