PEPSI MANIFESTO by Mark BBDO Prague for General Bottlers

Adsarchive » Promo , Case study » General Bottlers » PEPSI MANIFESTO

PEPSI MANIFESTO

Pin to Collection
Add a note
Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Czech Republic
Agency Mark BBDO Prague
Creative Director Leon Sverdlin, Andrej Stuk
Art Director Lubos Vacke, Ales Kolaja
Copywriter Iva Macku, Jan Holecek
Digital Creative Martin Kermes
Released August 2012

Credits & Description

Category: Best Use of Digital PR
Advertiser: GENERAL BOTTLERS
Product/Service: DEVELOPING CZECH REPUBLIC
Creative Director: Andrej Stuk (Mark BBDO)
Creative Director: Leon Sverdlin (Mark BBDO)
Copywriter: Jan Holecek (Mark BBDO)
Copywriter: Iva Macku (Mark BBDO)
Art Director: Ales Kolaja (Mark BBDO)
Art Director: Lubos Vacke (Mark BBDO)
Digital Creative: Martin Kermes (Mark BBDO)
Digital: (2fresh)
Music Composer: Radek Rondewald
Production Company: (Target Pictures)
Account Manager: Sarka Pazderova (Mark BBDO)
Brand Director: Mirka Korbelova (Mark BBDO)
Digital Development: Kamil Skramusky (2DOG)
Digital Development: Jakub Karlec (2DOG)
Digital Development: Lukas Pitter (2DOG)
Media placement: Internet - Facebook - 5.8.2010
Media placement: Internet - Youtube - 5.8.2010

Summary of the Campaign
At the beginning of 2010, we launched a project "Refresh your World." The idea was to help young people in the Czech Republic change symbols of grey reality in towns all over the country. We focused on old and ugly bus stops, mostly leftovers from the Communist era.
Within one month young people sent us more than 3,000 fantastic designs. We were delighted, but very naïve.
We had a major problem: only one of the selected cities gave us official permission to build a new bus stop. We hit the merciless wall of bureaucracy and indifference. But we didn’t give up.
On our website we posted a daring challenge: "We are looking for brave mayors!"
Young people took up our challenge and started contacting mayors in their towns and villages.
Faced with such great enthusiasm and support from the people, the bureaucrats quickly changed their mind.
160 mayors agreed to build our bus stop in their town!

The Situation
Half-way into our "Refresh your world" campaign we had a serious problem:
Bureaucrats!
Municipal governments became frightened of the change and went back on their promises.
After more than two months of bureaucratic struggle we didn’t get a single building approval.

The Goal
How to convince the bureaucrats to let us realise our project?

The Strategy
What the bureaucrats all over the world fears most are ordinary people, their phone calls, e-mails and visits.

Execution
On our website we posted a daring challenge: "We are looking for brave mayors!" Via our website we addressed the mayors of smaller towns and offered them our winning designs of bus stops.

Documented Results
Young people took up our challenge and started contacting mayors in their towns and villages.
Within a week, we have received the support of almost 8,000 people and hundreds of contacts to town mayors. Faced with such great enthusiasm and support from the people, the bureaucrats quickly changed their minds.
160 mayors agreed to build our bus stop in their town!