Instead of showing people what summer looked like for others, we needed to give them the inspiration and motivation to max their own summer.

In a media first, we negotiated a unique data partnership with Time Out – Australia’s number one site for summer fun activities. For the first time ever, they agreed to release all their summer events data for 1000s of events across Australia.

Armed with Time Out’s event data and a plug in we built via Google Maps we wrote an algorithm that fueled our advertising messaging to change it from generic Summer imagery into actionable summer inspiration.

Using consumer’s location data, day of the week and time of day we dynamically customised our advertising for every Aussie we reached, breaking down the barriers around summer and directing them to nearby events, inspiring them to get out there and Max Their Summer.

Armed with 1000s of events via the Time Out data we employed API feeds that connected the data with our dynamic advertising across Spotify during work days and used consumer location to tailor events to them.

We targeted them when they were listening to music on the way to work, during work hours and on the commute home.

In a partnership with Spotify, we recorded over 1000 audio executions, inviting working professionals to local events via unique audio messages and reminded them Pepsi Max was helping them access summer.

As a result of the campaign Pepsi Max experienced significant sales growth, rising 3.4% (2.4% or 3.4%) over summer. Pepsi Max continues to be the fastest growing no sugar cola brand in Australia, increasing this speed of growth by 177%.

The campaign achieved significant shifts increasing relevance with a 16% lift in preference as ‘The Most Popular Cola’ choice.

Our unique style of dynamic audio ads resulted in the largest scale of dynamic advertising use on Spotify in the world with nearly1000 different audio messages created and distributed inside the single campaign.

This resulted in our largest shift in relevance by a single channel with a relevance score 81% above the Spotify industry benchmark and even swayed 9% of the audience to re-consider Pepsi Max saying they were likely to purchase vs. before they wouldn’t have considered Pepsi Max.