2020/2021 Winners & Shortlists

Background

The rap scene is on the rise in Egypt, just as Pepsi was getting ready to launch the boldest tasting cola in town with two flavors: Lime and berries, and zero calories. Such a daring product needs to be marketed to an equally bold target. And can you think of anyone bolder than Gen Z? Featuring their favorite up-and-coming talents; Abyusif and Marwan Pablo, we joined a conversation that Gen Z has already been having on social.

Describe the strategy

Following a social film that featured two of Gen Z's top favourite Egyptian Rappers/Trappers; Abyusif and Marwan Pablo, Pepsi begins with a digital activation that went through 3 phases: 1) The interviews: Getting up close and personal with Abyusif and Marwan Pablo to get to know what being bold means to them. 2) Short videos: That are from the POV of the rappers. The main objective behind those videos were to highlight the two new flavours of the product. 3) Rap Challenge: That was launched on TikTok and Instagram through PEPSI’s, Abyusif’s & Pablo’s social media platforms encouraging the consumer to be part of the movement and be the voice of their generation.

Describe the execution

To reach Generation Z, we had to find them in their own playground, where they spend the best part of their days; Online. So our content was put up on different platforms to ensure that we reach them wherever they might be. And with a fast pace and attention span like Gen Z's, we had to find a quick way to grab their attention; simple interviews with their two favorite rappers and other talents, and engaging snackable content featuring their new preferred method of self-expression; Rap. We even challenged them to show us what they've got and we've created a hashtag just for them. If you open #BeBoldWithPepsi you see (and hear) the boldness of this generation.

List the results

On Facebook: Abyusif's interview: https://www.facebook.com/PepsiArabia/videos/2734938249969184/ Results: Total Engagement: 62,925 Likes: 54,600 Comments: 4,625 Shares: 3,700 Marwan Pablo interview: https://www.facebook.com/PepsiArabia/videos/648313079245634/ Results: Total Engagement: 38,830 Likes: 34,210 Comments: 3,427 Shares: 1,193 #BeBoldWithPepsi: Total Engagement: 38,872 Likes: 35,613 Comments: 2,814 Shares: 445 On Instagram: Over 371 videos have been published under our Hashtag #BeBoldWithPepsi #BeBoldWithPepsi: https://www.instagram.com/explore/tags/beboldwithpepsi/ Total Engagement: 861,301 Likes: 859,794 Comments: 1,507 On TikTok: Over 47 videos have been published under the challenge "Be Bold With Pepsi". Over 64.2k views. Here’s the link of all videos with this hashtag: https://vm.tiktok.com/q5Hvxa/