The Brief

Coca-Cola, as official sponsor of the Euro 2008 will have huge presence in the world of football. Pepsi has less than RM100,000 to create some noise. (Note: RM100,000 could buy you a few press or radio insertions, maybe less)

Creative Execution

It spoke to the football fan and got them to work as a team to achieve the goal of getting into the record books. And along the way, got everyone to have some fun too. It is non-traditional idea for non-traditional brand like Pepsi.

Describe the creative solution to the brief/objective.

Instead of doing the usual advertising, we invited football lovers to come together be part of history in the making. Participants were required to dribble a football for 12 hours along the busy streets of Kuala Lumpur for a distance of 100 m each before passing the ball on to the next dribbler. The goal was to get into the Malaysian Book of Records for the longest football dribble. We used Facebook to publicise and network the D-day and hit sports bars, cafes, and coffee shops to create hype.

Results

Business Results: - Generated free PR to the tune of RM 2 million (US$ 570,000) - 100% above our objective and an ROI of 20 times our investment Intermediate Results: - A total of around 1000 dribblers covered 87 km in the 12-hour Pepsi Dribble - Involved an unaccountable number of views and revelers, including the Minister of Youth and Sports - Earned a place in the Malaysian Book of Records