Cannes Lions

PEPSI MAX

AMV BBDO, London / PEPSICO / 2015

Awards:

1 Bronze Cannes Lions
Case Film
Case Film
Presentation Image
Online Video
Online Video
Case Film
Online Video
Case Film
Supporting Content
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Overview

Entries

Credits

Overview

Description

There has been an explosion of branded entertainment/content in the UK over the last few years. As such TV has suffered heavy restrictions on what can be done in the form of branded entertainment , online has lighter touch codes to adhere to . The online media environment has matured, ensuring that there are now many opportunities to drive branded content at scale in the UK. However, with so much content being produced (much of which is brand free and unaffected by brand messaging), it is increasingly hard to cut through. Indeed there are few documented examples of successful branded entertainment campaigns. When one does cut through the brand insights and execution behind them tend to have to be innovative and exceptional.

Execution

We launched monthly hero pieces of content. We invested media spend behind the launches of each video. This included:

• YouTube TruView to drive people to the full video

• Limited seeding activity

• Promoted Facebook and Twitter posts

• Social content prior to each film’s launch

• Social media activity on the collaborators and talents social media accounts and YouTube channels

• PR distribution which resulted in mentions on BBC radio, ITN news, national online news and magazine sites such as Wired

Outcome

• The campaign generated over 43 million views and 74k subscribers. 80% of our YouTube views were from males. 74% were aged 18-34

• Amongst Millennials, historic equity decline has been stemmed and the brand is seeing growth

• Whilst the cola market was stagnant and Coke experienced decline, Pepsi Max saw increases (share +1.2%, volume sales 10%, value sales 10% YOY)

• Volume and value sales both increased 10% YOY (compared with Coca-Cola’s decrease of 7% volume and 4% value).

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