Results and Effectiveness

With over a billion views we became China’s most watched video in just 7 weeks. Our theme-song music video went viral with 315 million views. Even the Chinese government lauded our efforts in promoting harmony and gave us significant airtime valued at over USD 15 million. Campaign awareness reached a staggering 86% and Brand Pepsi’s advertising appeal soared to 50% more than the nearest competitor. Commercial success aside, we also reunited 1000 families.

Creative Execution

With people on the move we created a shared experience around this journey through a mini-movie, Bring Happiness Home, which showed how a group of anxious strangers trapped in a snowstorm overcame their differences, their anxieties and awakened their feelings of family and community to create an unforgettable CNY. Our suite of content pinned relevant media along the path people followed. Transit media screens at train and bus stations became key to drive awareness and viewing of our mini-movie. Walk-in movie viewings entertained them while they waited for their transport. Movie posters of BHH at key transit points along with movie trailers kindled curiosity. A theme song of the movie accompanied tens of millions of travelers on their journey home. We walked the talk by lending a helping hand to those who were unable to reach their loved ones. We created a social platform that invited people to share their difficult Spring Journey situations, opening up discussions from others to offer solutions that PepsiCo made happen.

Insights, Strategy and the Idea

Chinese New Year has always been a time of family and a strong sense of community. And with China’s meteoric economic rise creating unprecedented personal wealth, CNY drove business opportunities like never before. But this prosperity came with a price. Youth in China had become more concerned with material gain than family values. The world’s largest human migration was becoming less a time of anticipation and more a period of anxiety. According to one recent study as much as 70% of people in China admitted they would rather stay back in their town of work and pursue their careers than go home and be with family. At PepsiCo we recognized that our growth was inextricably linked to the insight that people needed to feel happy again if growth was to continue. Our objective was simple; touch an emotional chord with Chinese youth, create a feeling of community to drive growth.