Creative Execution

We made our audience realise how something that they take for granted - electricity - is what a huge population of the country is deprived of. Once the problem was identified, the key influencers invited at the digital PR event experienced the problem first hand, only to find out that they can solve it with their tweets. As they learnt how their tweets could change lives, they only tweeted more. The 2 month long campaign helped us achieve the most important goal of removing darkness from people’s lives

Local online advertising fraternities were talking about Pepsi within 2 days. Massively followed celebrities created a stir at our PR event causing our hashtag to trend in Pakistan organically within 4 hours. This made Pepsi the first brand in Pakistan to achieve that. The tweets kept increasing as Pepsi installed more lights. Online coverage of one of the installation processes trended our hashtag organically, again, making another record. The 2 month long campaign accumulated 38 Million hashtag impressions, 3.5 Million video views, 3% increased brand love and a phenomenal 27% volume growth [PepsiCo Data] helping light up 4 entire villages.

The campaign addresses a common yet ignored issue: lack of electricity in major parts of Pakistan. When Pepsi found a solar solution to the problem and documented it, we conveyed the message influencers and members of the media through a digital PR event. Building on the insight of regular power shortages in Pakistan, we showed them the documentary and ended it with an unexpected blackout. To remove the darkness, all they had to do was tweet. Once they tweeted, lights turned on. This first of it's kind, digitally interactive event, amazed the audience. The brand’s target audience is the youth and has a positioning of living in the now. Making your moment instead of waiting for it. This campaign provided our audience an opportunity to take matters in their own hands and solve the problem instead of waiting for the ‘system’ to resolve it, reinforcing the brand essence.