|Title||PEPSI HOT AIR BALLOON|
|Product / Service||PEPSI|
|Category||B02. Use of Ambient Media: Large Scale|
|Entrant||GROUPM DIALOGUE FACTORY Mumbai, INDIA|
|Idea Creation||GROUPM DIALOGUE FACTORY Mumbai, INDIA|
|Idea Creation 2||GEOMETRY ENCOMPASS GURUGRAM, INDIA|
|Naunita Francis||GroupM||Sr. Manager|
A first of its kind ambient branding that not only got eyeballs but also delivered a once in a lifetime experience for many. While all brands communicated their core messaging through fixed, compact old fashioned banners, Pepsi went the other way by establishing a new and refreshing larger than life branding opportunity which could be seen from miles away. A Pepsi- Moment campaign branding 500 feet above ground, which not only made millions see the brand but also made them experience the brand’s promise of activating special moments during festivals through Pepsi Hot Air Balloon. It was a star in the sky which sparkled many consumers’ festive moments by taking them for a RIDE OF A LIFETIME
Over all budget- 7.5 Million Execution- 5.5 Million Media- 2 Million
Pepsi tied up with one of the biggest Pandal with 10 lac + footfall in the heart of the city which enabled the TG to experience the LIVE aerial view of the city’s pomp and show during Durga puja. A radio leg which invited consumers to share their festive moment and the best 500 being gratified with the Hot air balloon ride 500 ft above the ground. Span of 5 days, we had band performances by local well-known bands which added more fun to the moment of celebrations.
Moments campaign efficiently delivered its message which was appreciated by the youth on Digital Media with 3 million+ impressions. And organically got featured by various media houses like Indian express & NDTV as best brand innovation during Durga Pujo in West Bengal The brand witnessed clear increase in brand equity KPIs amongst males between 17-23 years by 8% and 11% gain in the consideration parameters. We had re-established Pepsi amongst its key cohort strongly paving way for incremental gain in volumes too.
Pepsi has always been a brand that encouraged the youth to have fun & express themselves. But the consumption driving messaging were alienating the youth as the questions of “what it does to me in that moment” and “what role it plays in my life” were the questions started staring the brand. It was becoming essential for the brand to elevate the brand philosophy to the next level and bolster the youth connect which was the core consumer cohort. Thus, bringing us closer to the Moments Campaign and sealing our focus to regional Festivals.
During one of the biggest Festival of Eastern India – Durga Puja, brand wanted to elevate its philosophy to the next level and bolster the youth connect by becoming the talk of the town in the heavily cluttered market during the festive season. Pepsi being the torch bearer for the youth wanted to be different by creating a longer brand recall which was not just efficient but more organised. Unlike other brands with stationary branding crowding the streets during the festival, brand created a unique outdoor branding which not only conveys our messaging but also engages our TG.