Cannes Lions

OPENING BANDS

BBDO ARGENTINA, Buenos Aires / PEPSICO / 2014

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Case Film
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Overview

Entries

Credits

Overview

Description

Pepsi Music has always developed different initiatives to connect with young people through music. Usually, by sponsoring or developing music shows, presenting both local and global bands. This time, we needed to take this concept to a digital campaign.

We wondered: who were AC/DC before becoming AC/DC? The opening band for Black Sabbath. Guns’n Roses? The opening band for the Rolling Stones. And Pink Floyd? The opening band for Jimmy Hendrix.

So we came up with an idea that let underground bands open their idols videos: "Opening bands on Youtube". We provided a platform where local underground bands can compete to have their own videos shown as the virtual opening band of the biggest bands in the music world.

Results: Over 1,500 bands participated in the contest.

The most voted video received +15k votes. More than 100K unique visitors. The winners played for 3MM people. One of them became a popular national band playing at the most important music fest in the country: Cosquin Rock.

Execution

Pre-roll ads are usually skipped by users. We offered a new and relevant used of that space. Pepsi Music offered relevant content to people who were looking for music on YouTube.

Outcome

Over 1,500 bands participated in the contest.

The winners played for 3 million people.

One of them became a popular national band playing at the most important music fest in the country: Cosquin Rock.

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