|Title||LIGHTING UP LIVES|
|Product / Service||PEPSI|
|Category||B04. Use of Social Audience in a Promotional Campaign|
|Entrant||BBDO PAKISTAN Lahore, PAKISTAN|
|Entrant Company||BBDO PAKISTAN Lahore, PAKISTAN|
|Advertising Agency||BBDO PAKISTAN Lahore, PAKISTAN|
|Aamir Allibhoy||BBDO Pakistan||General Manager|
|Syed Azeem Afzal||Impact Proximity||General Manager|
|Faisal Durrani||BBDO Pakistan||Deputy General Manager|
|Jamayal Tanweer||BBDO Pakistan||Account Director|
|Aamna Rahim||BBDO Pakistan||Creative Manager|
|Moiz Khan||BBDO Pakistan||Associate Creative Manager|
|Alize Munir||BBDO Pakistan||Community Executive|
|Assam Khalid||BBDO Pakistan||Strategic Planning Director|
|Ali Rez||BBDO Pakistan||Creative Director|
The campaign involves an interactive digital activation which was a first of it’s kind in the country and aimed to enhance the consumer’s sentiment towards the brand. It was strategised with influencers who had a great following both online as well as offline who activated the social audience such that the campaign resulted in country’s record breaking statistics. Our audience of some of the top influencers and celebrities at the digital activation not only experienced the problem first hand, they were also shown a simple solution to the problem which they could solve through their tweets. Utilising the power of a hashtag, we helped them make a difference to people’s lives, helping the brand to end the darkness and start lighting up lives
Pepsi was working to resolve a major problem of the country and we had to turn the initiative into a movement. There is a huge population capable of helping the underprivileged if only they knew how to. We took that as an opportunity and not only made them experience the problem first hand but empowered them to solve it as well. We got on board celebrities and made them experience the problem: Lack of electricity. Right when they thought, ‘this has to be changed we showed them an easy solution to make the difference.
The activation stunt moved our influencers and celebrities, the impact actively engaged them with our campaign, helping our message reach multiple mediums. The ripple effect increased engagement adding volunteers to the initiative. The activation’s success resulted in 3% increase in brand love. [PepsiCo Data] Due to the simplicity of the solution, the audience’s behaviour of passively waiting for a change, was converted to making a difference with their tweets. Helping us acquire new consumers claiming to convert from the direct competitors giving us a 27% increase in volume. [PepsiCo Data] The hashtag organically trended in Pakistan within 4 hours of the PR event and trended again at another installation process a few weeks later. This Made Pepsi the first brand in Pakistan to achieve that. The 2 month long campaign continued to build brand value, accumulating the hashtag impressions to 38 Million helping us light up 4 entire villages.
We made our audience realise how something that they take for granted - electricity - is what a huge population of the country is deprived of. We invited key influencers and celebrities to a PR event on April 20th and made them experience the problem first hand, only to show them how Pepsi can help them easily solve it themselves: with their tweets. As they learnt how their tweets could change lives, they tweeted more, influencing a larger number of people to join the initiative creating a bigger impact. The campaign was executed as originally planned. Running for two months, the campaign helped in lighting up more lives.