Brand Experience and Activation > Product & Service

BOTTLE SCHOOL

BBDO GUERRERO, Makati City / PEPSICO / 2011

Awards:

Shortlisted Cannes Lions
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Overview

Credits

Overview

ClientBriefOrObjective

Outspent and out-voiced by major competitors, Pepsi needed to drive its campaign message of 'Sarap Magbago' (Change Tastes Good). TV commercials encouraged Pepsi's core audience of 17 - 21 year olds to volunteer for the 'Ayos Pinas' (Fix The Philippines) movement. They were led to a website and Facebook community and encouraged to join The Pepsi Bottle School project. Collections were spurred by massive fun runs in two cities - with old bottles the price of entry. Volunteer sessions to build the school itself - and consequent earned media coverage - drove awareness and brand preference to new highs.

Effectiveness

30,000 people participated in The Bottle School Project, from bottle collection to school construction. All major newspapers and TV networks in the country covered the project, garnering more than P2.5 million worth of free coverage. The success of the first bottle school in the Philippines has paved the way for 8 additional classrooms to be built in the same fashion.

Implementation

Most public schools in the country are small, suffocating and in need of repair. In one storm alone, 2,700 schools were destroyed. Pepsi Bottle School called on the youth to provide a sustainable solution, by building a school made of plastic bottles. Each classroom built is twice the size, four times stronger than average, with 14-inch walls to keep out the heat. All at half the regular cost. Pepsi had a bottle collection drive online, in press, outdoor media and a fun run where the fee was paid in bottles. We also had volunteer sign-ups for the build.

Relevancy

The Bottle School Project successfully spread the brand's campaign message of positive change. Directly engaging the youth and getting them to participate in an activity that embodied the brand's message. Creating a permanent structure representing the brand, one that will continue to affect the youth of future generations. Best of all, the campaign was done with a significantly smaller budget than its major competitors, maximizing all resources at hand.

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