Pepsi Promo, Case study NEW MTV. IT CAN BE GOOD by ALMAP BBDO Brazil

Adsarchive » Promo , Case study » Pepsi » NEW MTV. IT CAN BE GOOD


Pin to Collection
Add a note
Industry Soft Drinks
Media Promo & PR, Case study
Market Brazil
Agency ALMAP BBDO Brazil
Released March 2011

Credits & Description

Category: Best Use of Screens
Advertiser: AMBEV
Product/Service: SOFT DRINK
Date of First Appearance: Mar 12 2011
Entrant Company: ALMAPBBDO, São Paulo, BRAZIL
General Media Director: Paulo Camossa Júnior (Almap BBDO)
Media Director: Flávio De Pauw (Almap BBDO)
Media Supervisor: Daniele Bertolini (Almap BBDO)
Media Coordinator: Glauco Moraes (Almap BBDO)
Media placement: TV Campaign - MTV - 12 march 2011
Media placement: TV Campaign - MTV - 13 march 2011
Media placement: TV Campaign - MTV - 14 march 2011
Media placement: TV Campaign - MTV - 15 march 2011

Insights, Strategy & the Idea
For years MTV has influenced the behaviour of young people. In order to stay relevant, the channel has had to reinvent itself from time to time.

In Brazil, the channel started a metamorphosis in early 2011, trying to update its content with current trends.

To make this transformation apparent, MTV decided to take its programming off the air for 36 hours: instead the images shown would be of the security cameras scattered around the building with a live broadcast of the team working hard to build the new MTV.

The action was widely publicized, generating great expectations in the audience, and we saw a rare opportunity to strengthen PEPSI’s rating among young people, one of the brand’s main objectives.

We approached MTV and suggested a free supply of PEPSI while the channel was off the air. Refrigerators and coolers were scattered around the station.

MTV Brazil changed while enjoying PEPSI.

Creative Execution
So that consumption occurred naturally, we positioned the refrigerators and coolers in hallways that had fixed cameras. This way the action of picking up a PEPSI was repeated several times with continuous visibility.

To complete the action, we produced special vignettes connecting the new MTV moment to the new PEPSI positioning, suggesting that the audience consider possibilities thus far unexplored (“It can be very nice, it can be surprising”).

“New VJs? It can be very nice, it can be PEPSI.” “New programming? It can be very nice, it can be PEPSI.” 85 vignettes were run on three days.

Results and Effectiveness
MTV drew much attention with the factoid of being off the air. And a large part of that attention was drawn towards the consumption of our product.

Thousands of youngsters monitored the backstage scenes and described the experience in social networks. And PEPSI’s frequent consumption was one of the most talked about subjects.

For every artist or host that was seen drinking, several messages were freely posted discussing or reflecting on the use of the product itself.

The brand became part of people’s conversations in the best possible way, by spontaneous consumption by their favourite artists. PEPSI was MTV’s new fuel.