2012 Winners & Shortlists

Results and Effectiveness

• 350 SSRB grew with 13 pts. Vs. last Trend/Reading • Absolute Redemption grew by 21% vs. last year • TOM +4 vs. planned of + 3 • P7D +4 vs. planned + 2 • Past 24 H +6 vs. planned + 4 • Brand you Love + 4 • The most Popular + 3

Creative Execution

The Campaign was announced through a big OOH campaign across the top locations in Cairo & Alexandria. TVC’s started with three different humorous executions explaining the new mechanics of the promotion. Mini Segments were created on Pepsi Radio programs, specially tailored for the activation; to explain; call from audience to participate; and wins FREE Product & Free Minutes. In addition to spots on the top rated radio programs. Two Print campaigns (at the beginning and the end of the activation) Digital & Social Media presence throughout the campaign. Banners on the most visited websites, in addition to games and interactive applications on the largest social media outlets. Visually expressive Product Packaging to deliver the key message of the campaign.

Insights, Strategy and the Idea

In 2010 Pepsi partnered up with Vodafone in a sure-win consumer promotion - "Drink Pepsi & Talk Vodafone". The promotion was a huge success in terms of breakthrough concept, novelty and results. In 2011 the aim was to do a promotion even bigger than Egypt’s biggest ever promo (Pepsi-Vodafone 2010). 60% of Egyptians own a mobile phone (51 M), from which 19.2 Million individuals fall within Pepsi’s TA 15-29 ((CAPMAS June 2011 (Central Agency for Public Mobilization and Statistics)). Moreover, several researches have shown that youth are attached to their mobile phones; establishing a strong relationship between Pepsi TA and Vodafone’s services. The idea was to reflect on Pepsi TA’s relationship with Vodafone’s main service through a joint promotion. The association between the leader in CSD “Pepsi” and the leader in Telecoms “Vodafone” was the core of the promotion as the consumers won Vodafone minutes every time they drank Pepsi.