Pepsi Case study BRING HAPPINESS HOME by OMD Shanghai

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Industry Soft Drinks, Confectionery & snacks, Snacks, Business equipment & services, Corporate Image
Media Case study
Market China
Agency OMD Shanghai
Released May 2013


Cannes Lions 2013
Media Lions Use of Media; Best Use of Screens Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Screens
Advertiser: PEPSICO
Product/Service: PEPSI, LAY'S, TROPICANA
Agency: OMD CHINA Shanghai, CHINA
Cmo: Richard Lee (Pepsico)
Marketing Director: Alfred Tong (Pepsico)
Sr. Marketing Director: Jacky Wong (Pepsico)
Head Of Marketing: Richard He (Pepsico)
Sr. Marketing Director: Danielle Jin (Pepsico)
Media Director: Tina Wang (Pepsico)

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 needy families.

Creative Execution

Our approach focused on the path they followed, we then identified relevant media along it and finally, created relevant content that would keep them engaged.

With the consumer path as our guide, we engaged transit media screens, train & bus stations and internet and mobile screens. We had walk-in movie viewings at train and bus stations entertained them while they waited. Movie posters and trailers drew their attention. There was even a making-of our movie to get conversations started. A movie theme song accompanied tens of millions of travelers on their journey home.

And we walked the talk by lending a helping hand to those were unable to reach their loved ones by creating a social platform that invited people to share their difficult Spring Journey situations, opening up discussions from others to offer solutions and PepsiCo participating in bringing those solutions to life.

Insights, Strategy and the Idea

The world’s biggest migration isn’t just good for business but is also tough because of media clutter. So for PepsiCo, it was a challenging time to grow business; not just because this was the biggest sales season outside of summer but also because it was intensely competitive.

China’s meteoric rise to become the world’s second largest economy isn’t without a price. This rapid pace was eroding a sense of community, threatening the happiness quotient of China.

In order to bring back happiness, we created a suite of content to bring to life the idea of “home away from home” and establish the importance of community. At the core was a CNY festive movie about a group of homeward bound travelers stranded in a snowstorm.

This decline in happiness was real to our audience. For PepsiCo, it offered a chance to reinstate our core belief in happiness and win loyalty.