READING ABOUT MUSIC CAN BE SURPRISING by ALMAP BBDO Brazil for Pepsi

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READING ABOUT MUSIC CAN BE SURPRISING

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Industry Soft Drinks
Media Promo & PR, Case study
Market Brazil
Agency ALMAP BBDO Brazil
Released November 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: PEPSICO
Product/Service: SOFT DRINK
Agency: ALMAPBBDO
Date of First Appearance: Nov 10 2010
Entrant Company: ALMAPBBDO, São Paulo, BRAZIL
General Media Director: Paulo Camossa Júnior (Almap BBDO)
Media Director: Flávio De Pauw (Almap BBDO)
Media Supervisor: Ana Carolina Cabral (Almap BBDO)
Media Coordinator: Daniele Bertolini (Almap BBDO)
Media placement: Magazines - Billboard Magazine - 10 november 2010
Media placement: Magazines - Billboard / Rolling Stone - 10 december 2010
Media placement: Magazines - Billboard / Rolling Stone - 10 february 2011
Media placement: Magazines - Billboard Magazine - 10 march 2011

Insights, Strategy & the Idea

In 2010 PEPSI launched a new positioning in Brazil, one that suggests the audience to consider unexplored possibilities. To start that consideration, the campaign tries to show that life can be special if we are open to new experiences - IT CAN BE SURPRISING is the campaign slogan.

Music is a theme that can legitimately deliver the message; it is through music that young people express their personalities. This is why they are strongly influenced by music idols.

With this objective, we brought together the two main rock bands of the new generation and the two main magazines in the segment to show young Brazilians that even reading about their favourite band CAN BE SURPRISING.

A brand can be surprising- in its content, in its context, in its relevance and in its engagement of the audience through their favourite magazines, social networks and also by using augmented reality.

Creative Execution
We coordinated an action that combined opportunity, editorial relevance and high repercussion potential.

Billboard and Rolling Stone are two of the major voices in the Brazilian music press. We managed to get the two hottest bands among young people in the last two years to appear on the cover of these magazines. “Fresno” and “Restart” were, respectively, Rolling Stone and Billboard covers.

We showed fans that even a simple reading CAN BE SURPRISING. At the end of the piece about the bands, a PEPSI ad invited readers to extend the experience on the internet.

Placing the ad in front of a webcam, a can of PEPSI appeared using augmented reality. As the magazine was shaken, the virtual can would gush a liquid showing an exclusive video of the bands.

In each video, members of the two bands were drinking PEPSI and used the campaign's slogan to talk about surprising experiences.

Results and Effectiveness
Great results:

A LOT OF REPERCUSSION. Fans of the bands spread the campaign over social networks and the videos were reproduced in several blogs.

BRAND WEBSITE TRAFFIC. A 211% increase during the campaign period.

CLOSER TO YOUNG PEOPLE. Valuable endorsement by the new generation's musical idols. With artists using our product we elevated the brand’s standing among their fans.

FIRST TIME MEDIA ACTION. On Billboard’s cover there was a can of PEPSI alongside the band. That’s right! A can of PEPSI was on the cover of the magazine. Thanks to the brand’s influence on having the artist on the magazine.