2015 Winners & Shortlists

Creative Execution

To achieve that, and as a region’s first, we integrated the “Shazzam” content discovery functionality into our TV commercials, allowing the discovery and experience of our rich online content through the Shazzam app. We built a fully interactive HTML5 landing page for Pepsi, with the ability to navigate content, interact and explore in Arabic and English. The landing page offered several options for interaction; downloading the Pepsi Football Augmented-Reality Game app, previewing and downloading Pepsi music tracks, watching Pepsi Stars and other exclusive video content.

Our initiative was a complete success. The mobile device became the enabler to experience all of our rich content, while the TVC encouraged engagement and discovery, maximizing the TV partnership. This extended our content beyond a ‘traditional digital’ campaign, ensuring incremental reach of our content. Our measurable KPIs point to further confirmation of the initiative’s success in sharing Pepsi Football Experiences. Our behavioral objectives were to increase time spent (dwell time) with the brand, and to do it cost effectively. Dwell time on our custom build HTML5 landing page was 270% more than the highest digital display format used during the campaign. While the Cost Per Engagement (CPE) of users ‘Shazaming’ the TVCs was 20% less than the average CPE of our entire digital campaign. We effectively passed the ball from the offline to the online world and achieved the sustained engagement with our target audience that we desired.

In 2014, in order to sustain its engagement through the football platform, Pepsi generated a pool of online football content because TV effectiveness was decreasing. However, there was a problem. There was no guarantee that football fans would consume Pepsi’s assets online. Our objective was to cost effectively increase time spent with Pepsi by passing the ball from the offline to the online world. In a region that scores the highest smartphone penetration per capita in the world, our target audience use their second screens while watching TV. When it comes to football, once there’s a break in the game, our 18 to 29 audiences migrate away from TV and towards their second screens to either explore football content or to interact with other fans over the course of the tournament. Our idea was to pass the ball from TV to the mobile device to engage our audience.