Spikes Asia

Press Play

ZENITH, Bangkok / PEPSI / 2024

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Overview

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Credits

Overview

Background

Pepsi is currently facing a pressing challenge in launching its new campaign targeted at Generation Z. The brand's objective is to establish a strong and meaningful connection with the target audience while simultaneously enhancing brand image and fostering brand recall. The brand team and media team have encountered difficulties in identifying the optimal media execution for this campaign. The primary concern lies in determining the most effective approach that resonates with Gen Z, fostering genuine engagement and brand loyalty.

Despite the prevailing trend of other brands investing in K-pop or international celebrities for marketing campaigns, Pepsi recognizes an opportunity to leverage the campaign to support the growth of the T-pop industry and enhance Thai soft power. By collaborating with T-pop artists, Pepsi aims to not only elevate their creative work but also contribute to the artists' fan base, thereby generating excitement and anticipation among the target audience.

Idea

Key focus is placed on discerning an efficacious approach that resonates with Gen Z, fostering genuine engagement, and cultivating brand loyalty.

Pepsi strategically aligns its campaign with influential figures, particularly influencers, who wield substantial sway over this demographic. These influencers are powerful catalysts capable of shaping the perspectives, perceptions, and actions of Gen Z within society.

The plan goes beyond raising awareness and conveying the brand's purpose. Ultimately, the brand seeks to draw closer to consumers through an exceptional experience that elevates their daily routines. Positioned as the perfect centerpiece for achieving these goals, a music live-experience is designed to build awareness, foster engagement, create a strong connection between potentials and the brand, and, in return, cultivate loyalty. The overarching aim is to position Pepsi as the brand that consistently elevates experiences and creates memorable moments of joy and entertainment in consumers' lives.

Strategy

Pepsi strategized a unique and compelling media execution that aligns with Gen Z's preferences and values, while simultaneously leveraging the potential of T-pop collaborations to create a captivating and impactful campaign.

Despite the prevailing trend of other brands investing in K-pop or international celebrities for marketing campaigns, Pepsi recognizes an opportunity to leverage the campaign to support the growth of the T-pop industry and enhance Thai soft power. By collaborating with T-pop artists, Pepsi aims to not only elevate their creative works but also contribute to the artists' fan base, thereby generating excitement and anticipation among the target audience.

Execution

Responding to the needs and preferences of the target audience, Pepsi took the campaign offline with a live on-ground event held at the heart of Bangkok. This wasn't just a concert; it was a unique live music experience where the artists transformed into entertainers, offering a 'meet & greet' opportunity with the participants. The event was infused with Gen Z energy, featuring games and activities designed to captivate the target audience and solidify Pepsi's connection with the next generation of consumers.

By solidifying its presence as the main sponsor of the T-pop event and strategically expanding into on-ground activities, Pepsi maximized visibility and engagement. The enduring success of the campaign was evidenced by the continuous stream of positive feedback on various social media channels.

Outcome

- The campaign attained an impressive 55% Share of Voice on YouTube through the strategic utilization of YT Masthead ad. The accompanying music video, propelled by its captivating appeal, garnered a staggering 4 million views within a mere three days of its launch, setting a remarkable record for T-Pop Music VDO.

- In addition to the astounding viewership, the campaign sparked a vibrant wave of user-generated content (UGC) on TikTok, amassing an impressive count of over 7,000 UGC videos. This dynamic engagement translated into a remarkable 168% surge in overall engagement rate.

- Music Video completion rate 25% higher than the industry benchmark.

- TOM Awareness (By KANTAR) Results: Lift in TOM by +5 pts (Y22 vs YTD'23)

- Engagement Results: Engagement rate 8% (comparing to 6% benchmark)

- Relevancy Results: VDO Completion rate 48% (comparing to 22% benchmark for long-form VDO)

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