2012 Winners & Shortlists

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.