Brand | PEPSICO |
Product/Service | PEPSI |
Entrant | OMD Cairo, EGYPT |
Category | INTEGRATED MEDIA CAMPAIGN |
Media Agency 2
|
OMD Cairo, EGYPT
|
Entrant Company
|
OMD Cairo, EGYPT
|
Media Agency
|
OMD Cairo, EGYPT
|
Results and Effectiveness
Felucca Hyper Khan
All TG BE TG All TG BE TG All TG BE TG
Brand Linkage 4.73 4.77 4.66 4.45 4.94 4.94 4.54
Enjoyment 4.83 4.77 4.7 4.66 4.91 4.92 4.55
Invlovment 4.07 3.33 3.65 3.69 5.14 4.31 3.89
Awrness Index 9 7 10+ 5
Brand Appeal 4.72 4.72 4.6 4.62 4.75 4.82 4.36
Relveance 3.67 3.7 3.56 3.51 3.76 3.75 3.3
Creadbilty 4.82 4.91 4.76 4.77 4.93 4.88 4.41
Brand Diffrentiation 4.79 4.84 4.69 4.64 4.91 4.75 4.44
Unique Impression 3.97 3.98 3.94 3.94 3.97 3.98 3.97
Persuassion 84 71 87
Creative Execution
Activation Phase 1: TV Campaign “Doos Fel Karam, We Pepsi 7atedoos Ma3ak”
Launching TV campaign with three 30” and 5” copies starring “Donia Samir Ghanem” followed by their cut down
Hyper copy/Khan El Khaleely copy /Marakby copy
Radio campaign Using Mega FM “El Mic Ma3ak” and “Saba7ak A7la Ma3 Pepsi”
Print campaign using “ Al Akhbar”, “Flash” and “Kalam El Nas”
Online activation on Face Book, send an sms or just press on the “Karam” button and Pepsi will be donating
Outdoors campaign: Cairo 37 Billboard /Alexandria-10 Billboards to 3 Mega Bill Board /Governorates 10 Governorates
On- Ground/ Trade 500 Trucks backs/100 Floors display/ stands/9 Gondolas /5 see through /4 Windows display
Activation Phase 2: TV and Outdoor announcement the amount of donations
On Ground at City Starts and Engagement taking place in Pepsi’s top 13 accounts (such as, Chilis)
Activation Phase 3 TV and Print campaign starring “Donia Announcement
Insights, Strategy and the Idea
Sending an SMS to “6060”or clicking on Pepsi’s fan-page and Pepsi will be paying an equivalent amount, and the money donated to be sent to “Egyptian Food Bank” to feed the needy.
Credits
Rana Nagi |
OMD |
Media Manger |
Tarek Jaffar |
OMD |
Media Director |
Rania Hafez |
OMD |
Acting Gm |
Fadl Abou Wafia |
Pepsoco |
Senior Brand Manager |
Karim Mohsen |
Pepsoco |
Brand Manager |
Dalia Sallib |
Pepsoco |
Marketing Manager |
Ahmed Fahmy |
BBDO |
Account Manager |
Mostafa Shady |
BBDO |
|
Fadi Ali |
Pepsoco |
Regional Media Director |