2013 Winners & Shortlists

Results and Effectiveness

Since launch, PepsiArabiaTV content has had over 3million views, with one video, Cupid, being the most shared in the MENA region across a seven-day period. The content has been shared over 45,000 times and the site itself has had over 700,000 visits. The videos have polarized opinion and incited debate, causing some to actively ask to be involved in the content and a few to express their dislike. But whichever way it’s looked at, the project has absolutely achieved its goal of engaging and entertaining consumers in a new and exciting way.

Creative Execution

The website PepsiArabiaTV.com was launched in May last year. The online video channel had its own identity and tone and was not a home for Pepsi adverts, but rather subtly branded Pepsi produced content. The videos on PepsiArabiaTV were exclusively conceptualized, casted and shot for the channel, giving users a unique platform to consume and engage with the brand and to increase engagement. The site is fully integrated with social platforms, giving users the chance to see what their friends are watching as well as being able to create customized playlists. PepsiArabiaTV is on a creative journey. With new and exclusive content consistently added to the channel and shared across social media by our fans, the site also allows users to upload their own ideas and material, so that in the future they too can be a part of the very fabric of the content.

Insights, Strategy and the Idea

Q: How do we keep up with a whole generation that is finding its entertainment ONLINE? A: Create our own branded entertainment channel ONLINE! The MENA region is the second largest consumer of video in the world. Pepsi spotted an opportunity to engage with its fans in a new, exciting way. Pepsi created an online platform to resonate with its young, tech savvy audience. We pushed the boundaries into entertainment by creating exclusive Pepsi produced video content, kicking off with football. PepsiArabiaTV creatively showcased short video allowing our consumers to share, discuss and interact with it. The experience was rich and engaging – no more passive consumption of adverts, but interactive and rewarding branded content. The tone was ‘irreverent’ – we provoked consumers to encourage discussion and debate. Once established, the scope of the content was broadened to include topics also relevant to Pepsi – music and comedy amongst them.