2015 Winners & Shortlists

Results and Effectiveness

The Victorious transformed the lives of young aspiring athletes in the region. The show engaged our target audience with entertaining premium football content. The finale reached 18.15% of our KSA target and 20.63% of our UAE audience. The Pepsi digital sections delivered over 3 million impressions and achieved above CTR benchmarks. We also managed to surpass all of the KPI objectives: • Increased “association with football” by 5 points vs. objective of +2 • Increase “offer something different to other brands” by 11 points vs. objective of +3 • Increase “Brand I Love” by 8 points vs objective of +3

Creative Execution

Together with our partners we created “The Victorious”, a reality program designed to elevate football standards in MENA. The legendary Maradona was appointed as the chief Judge, alongside Rabah Madjer and Hany Ramzy, while other football stars visited as mentors. 44 of the best young Arab athletes were selected to join the boot camp while Pepsi put them through a series of challenges that were set to test the their skills and help them improve their performances. Fans across the region were able to follow the athletes’ training and competitions. Exclusive daily episodes followed the players’ lives while VOD enabled our audience to watch all “The Victorious” episodes on a digital platform. After 12 weeks of intense training one athlete was crowned the Victorious winner and received a cash prize of $100,000 and a professional contract with Juventus. The other top 4 players won professional contracts in Germany & Spain.

Insights, Strategy and the Idea

In our region, as is the rest of the world, football is the most rallied and most viewed sport. Football is not in every conversation. It is the conversation. Consumer's passion for the sport is not limited to TV viewing but to practice, as parking lots and empty sand lots are turned into active neighborhood tournaments where hidden talent emerges. Yet the major obstacle that poses itself, is the lack of academies that provide talents with the opportunity to showcase skills and realize their dreams. Football is one of the main platforms which Pepsi engages with its audience and part of the brand DNA is grooming young talent in the region. We wanted our youth to LIVE THE NOW and achieve their dreams through an immersive and life changing football experience all in the while delivering the ultimate entertainment to the football hungry viewers in a new engaging format.