PECSI by BBDO Buenos Aires for Pepsi

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PECSI

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Industry Soft Drinks
Media Promo & PR, Case study
Market Argentina
Agency BBDO Buenos Aires
Executive Creative Director Coco Olivera, Mike Usandivaras, Rodrigo Grau, Ramiro Rodriguez Cohen
Art Director Patricio Garcia Elfi
Copywriter Juan Pablo Carrizo
Released July 2009

Credits & Description

Category: Best Localisation Campaign
Advertiser: PEPSICO ARGENTINA
Product/Service: PEPSI-COLA
Agency: BBDO ARGENTINA
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: BBDO ARGENTINA, Buenos Aires, ARGENTINA
Entry URL: http://www.chuerta.com/awards/pecsi/
Executive Creative Director: Ramiro Rodríguez Cohen (BBDO Argentina)
Executive Creative Director: Rodrigo Grau (BBDO Argentina)
Interactive Creative Director: Fernando Barbella (BBDO Argentina)
Account Director: Daniel Albamonte (BBDO Argentina)
Art Director: Patricio Elfi (BBDO Argentina)
Copywriter: Juan Pablo Carrizo (BBDO Argentina)
Interactive Strategies Producer: Vanesa Wettstein (BBDO Argentina)
Interactive Copywriter: Diego Levi (BBDO Argentina)
Interactive Art Director: Ricardo Ovelar (BBDO Argentina)
Account Executive: Cecilia Pacifico (BBDO Argentina)
Marketing Director: Federico Bluthgen (Pepsico Argentina)
Brand Manager: Nicolás López Martí (Pepsico Argentina)
: Ubaldo Aguirre (Pepsico Argentina)
Director of Integrated Communications: Nicolas Pimentel (BBDO Argentina)
Media placement: TV Campaign - 9 Spots - National (Air And Cable TV) - 16/06/2009
Media placement: Outdoor - 4 Pieces - National - 17/06/2009
Media placement: Digital - Website And Pecsipedia - Hotsite (Www.tomaspecsi.com.ar / Www.pecsipedia.com) - 14/07/2009

Results and Effectiveness
Brand recognition increased 23% over the average of the category Brand preference +10 points vs. 2008 “Fun brand” doubled its value vs. 2008 160,000 visits at www.tomaspecsi.com.ar in 4 weeks. 10 minutes visit on average More than 1,500 contributions (words) to the Pecsipedia. Over 5,000 fans on Facebook.

Creative Execution
In Argentina it is very common for people to call Pepsi “Pecsi”. So we changed the name of the brand and gave consumers the choice between Pepsi or Pecsi: If you drink Pepsi, you save. If you drink Pecsi, you save too. We launched this “pronunciatorial democracy” in TV and Outdoor. And we also created the Pecsipedia, the first online dictionary that allowed people to upload words that are spelled differently than they are pronounced.

Insights, Strategy & the Idea
The objective was to get across to the consumers they can save money by drinking Pepsi - compared to its main competitor- while being, at the same time, emotionally close to them in a difficult economic moment.