Cannes Lions
JWT JAPAN, Tokyo / SUNTORY HOLDINGS LIMITED / 2008
Overview
Entries
Credits
Description
Pepsi's past on-pack promotions were all too common to grasp the hearts of the pampered young adults. They like new, fun, interesting things. They want to select things by themselves that match their personal styles. Our challenge was to enhance engagement with them, and create loyal users. But how?
Execution
We built the world's first virtual department store as a promotional site on PC and mobile. The only currency available was Pepsi. They drank Pepsi and earned points. They also shopped just like on e-commerce sites. They could certainly find their own style. -We offered over 160 items from 55 designer brands in 9 weeks.
-Items changed weekly to encourage repeating visits. -They could see any of the prizes in different angles and choose their size/colour. -Open campaign also implemented for driving traffic to the website.
Outcome
-In 9 weeks, 33 million visits to our virtual department store. That's over 500,000 visits per day. (PC+Mobile) -Unexpected number of responses; *120% of targeted No. of 'my account' registrants *274% of targeted No. of open campaign applicants -Approx. 2 million bottles were purchased to get points of closed campaign. -Sales volume increased 150% versus previous year.
Similar Campaigns
12 items