Results and Effectiveness

1. Business metric Pepsi circumvented the downward category trend and increased their market share by 1% post campaign launch. The unaided brand statements from positive testimonials further validated that the campaign had achieved the brand essence of Pepsi. 2. Media metric Many people took pictures with Pepsi wallscape as background proving our brand exposure goes beyond just on-site as they share the pictures with their families and friends! Media ROI for this outdoor buy achieved an unprecedented value with 667% for every dollar paid in spite of outdoor media inflation. The 500 trading cards were redeemed within half hour!

Creative Execution

Whilst Pepsi brand TVC was launched on terrestrial and pay TV platforms to deliver high brand awareness, the role of outdoor served to engage and inject a refreshing experience in which the youth segment can enjoy with Pepsi. We plastered celebrity footballers endorsing Pepsi all over the exit points of Harborfront station to capture 100% of traffic. The large wallscape enabled commuters to pose and take photos of the colorful playground. The soundtrack "O Africa" was played in the station delivering a different commuting experience. To increase on-ground engagement, there were local footballers with body paint to pose with the commuters and at the same time, to give-away limited Pepsi WC edition trading cards to those who showed a can of Pepsi.

Insights, Strategy and the Idea

Business challenges: - Entire carbonated soft drinks (CSD) category is shrinking (-2% year on year) because Singaporeans are increasing more health conscious. The client shared that retailing sales tend to suffer during rainy days. The campaign was launched in June & unfortunately, the period had flashfloods and frequent downpour. - High retail ad clutter due to Great Singapore Sale and WorldCup 2010. Amidst all the challenges, we had to deliver sales growth and positive brand impact in line with global brand essence of fun, daring, creativity and empowerment spirit in its execution amongst Youth with less than S$400,000 media budget. Insight: In June 2010, Harborfront MRT station was turning into a YOUTH CHOKEPOINT as a result of school holidays, footfall to Vivocity mall (one of top youth malls) and the newly opened integrated resort (Resorts World Sentosa) and Universal Studio. Idea: Refresh Harborfront station into a Pepsi playground.