BOTTLE SCHOOL by BBDO Guerrero Makati City, Proximity Philippines for Pepsi

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BOTTLE SCHOOL

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Industry Soft Drinks
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Philippines
Agency BBDO Guerrero Makati City
Agency Proximity Philippines
Art Director Dennis Nierra
Copywriter Rachel Teotico
Released September 2010

Awards

Spikes Asia 2011
PR Integrated Campaign Bronze

Credits & Description

Advertiser: PEPSICO INTERNATIONAL
Product/Service: PEPSI
Agency: BBDO GUERRERO/PROXIMITY PHILIPPINES Makati City, THE PHILIPPINES
CCO/Writer: David Guerrero (BBDO Guerrero Proximity Philippines)
ECD/Art Director: Brandie Tan (BBDO Guerrero Proximity Philippines)
ECD/Writer: Tin Sanchez (BBDO Guerrero Proximity Philippines)
Copywriter: Rachel Teotico (BBDO Guerrero Proximity Philippines)
CD/Art Director: Dale Lopez (BBDO Guerrero Proximity Philippines)
ACD/Art Director: Jeck Ebreo (BBDO Guerrero Proximity Philippines)
Art Director: Dennis Nierra (BBDO Guerrero Proximity Philippines)
Account Director: Carmela Quirino Montilla (BBDO Guerrero Proximity Philippines)
Account Manager: Dalla Sucgang (BBDO Guerrero Proximity Philippines)
Print Producer: Al Salvador (BBDO Guerrero Proximity Philippines)
ACD/Copywriter: Meggy de Guzman (BBDO Guerrero Proximity Philippines)
General Manager: Francine Kah-Gonzalez (BBDO Guerrero Proximity Philippines)
Founder: Illac Diaz (My Shelter Foundation)
Marketing Director: Steve Romasanta (PepsiCo International)
Brand Manager: Michael Eric Rosales (PepsiCo International)
Describe the campaign/entry:
Outspent and outvoiced by a major competitor, Pepsi’s affinity with the youth was on a fast decline. The brand needed to reconnect with the Filipino youth. But instead of preaching to the target, the brand created a platform that embodied their campaign for positive change. The Bottle School project built classrooms by upcycling waste plastic bottles into a unique construction material. Classrooms built were double the size of average public school classrooms, four times sturdier with 14-inch walls to keep out the heat. Best of all, it was at half the regular cost. In a cooperative effort with My Shelter Foundation, the government of Laguna and 30,000 participants, the project was brought to life. It quickly received the attention of all top networks and news publications, garnering P2.5 million worth of media coverage. The brand received renewed affinity with the youth, increasing site membership by 30%. The Bottle School now stands as a permanent testimony to the change the youth can create.
Describe the brief from the client:
The campaign objective was to reconnect with the Filipino youth and increase affinity for Pepsi. Achieved through embodying the brand’s campaign of positive change to make the youth see Pepsi as a different kind of cola. A cola that tastes good and helps them do good as well.
The brand researched on the different issues that mattered most to the youth. It focused on the country’s educational problem to get the youth to help the people they relate to the most—other young people. The country has long been plagued by problems in the educational system.
Results:
The Pepsi Bottle School received support from over 30,000 people, from bottle collection to school construction. All major newspapers and TV networks in the country covered the project, garnering more than P2.5 million worth of free coverage. The project grew the online community by 30% and months after the build, the community remained active with members constantly interacting posting other outreach events and activities. Relevancy for the market made a mark in the business increasing sales by 5% during the year. Best of all, the success of the first bottle school in the Philippines has paved the way for 16 additional classrooms to be built in the same fashion.
Execution:
The project began through an online call for bottle collection. The brand released online posters, videos and asked for help on the Pepsi page. It was spread further through print ads, posters and a marathon event where the running fee was paid through bottles. Bottle bins were placed in office building and schools to help make collection more convenient. During the campaign, the brand received support from the government of a local province that donated a plot of land for the school to be built on. After thousands of bottles were collected, volunteer sign-ups were held online and the unexpectedly high participation required the brand to have more builds than originally planned. The volunteers were brought to the site and worked together with the community of the local province, the My Shelter Foundation and the Pepsi team.
The Situation:
Pepsi’s affinity with the youth was on a fast decline, being outvoiced and outspent by its major competitor. So the brand needed a campaign that would help the youth see them as more than just another cola brand. They needed to reconnect in a personal manner touching on something that mattered to the youth.
So the brand focused on the country’s educational problem to get the youth to help the people they relate to the most, other young people. The country has long been plagued by problems in the educational system. The school shortage worsens every year because of budget constraints and stronger typhoons destroying dilapidated schools.
The Strategy:
In creating the campaign, the brand made sure to engage and converse with the youth. Pepsi wanted to build a community wherein the members could belong in and communicate their desire to make change and be a part of it. We needed to make sure that the community would grow to get more people to join the Bottle School project. We needed them to get the attention of their peers and show others what change can do.