Pepsi Promo, Case study THE SOUND OF FOOTBALL by Akestam.holst Stockholm

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THE SOUND OF FOOTBALL

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Industry Soft Drinks
Media Promo & PR, Case study
Market Sweden
Agency Akestam.holst Stockholm
Creative Director Martin Cedergren
Art Director Björn Kusa
Copywriter Patrick Dry
Released October 2011

Credits & Description

Category: Best Use of Digital PR
Advertiser: PEPSICO
Product/Service: PEPSI
Agency: ÅKESTAM HOLST
Creative Director: Martin Cedergren (Åkestam Holst)
Art Director: Björn Kusa (Åkestam Holst)
Copywriter: Patrick Dry (Åkestam Holst)
Digital Producer: Alex Picha (Åkestam Holst)
Account Director: Thomas Gibson (Åkestam Holst)
Account Executive: Kjell Månsson (Åkestam Holst)
Production Company: (Society 46)
3D Sound Production: (The Line)
3D Camera Technology: (Tracab)
Media placement: Digital PR - Youtube - 31 October 2011

Summary of the Campaign
Challenge & Objectives
Pepsi decided to take a large chunk out of their marketing budget and instead fund new ideas that have a positive impact on various communities. This became known as the Pepsi Refresh Project. When Pepsi launched the project worldwide, we were asked to promote it in Sweden.

Strategy and Execution
In order to break through the clutter, we used a ‘show not tell’ approach. We used technology to create something that could both get the public’s attention and have a real impact for young people who are visually impaired.

We created 'The Sound of Football' to give them a better football experience and take the first step towards creating new aides where technology can be used to 'see with sound'. As the first test, we arranged a football match between a team of visually impaired players and a team of former professional footballers. How they would perform under equal conditions in a match where no one can see?

Everything was documented on our website and spread online to journalists, influential bloggers and, of course, the visually impaired community itself.

Result

• 525,000 hits on Google (0 before campaign start)

• Exclusive 30-minute documentary aired on Discovery Network worldwide (+100 countries)

• +5,000 articles worldwide (including Fast Company, Wired, Business Insider, Engadget and Contagious)

• +30.000 tweets and shares reaching over 100m followers in total.

• Most shared viral on Viral Video Chart and most seen beverage spot all time, in Sweden.

The Situation
Pepsi decided to take a large chunk out of their marketing budget (intended for a super bowl ad) and instead fund new ideas that have a positive impact on various communities. This became known as the Pepsi Refresh Project.

The Goal
As the Pepsi Refresh Project was launched worldwide, Pepsi wanted to make the project more widely known in Sweden.

The Strategy
In order to break through the clutter, our insight was to use technology to create something that would both get the public’s attention and have a real impact for a specific community in need - young people who are visually impaired.

Execution
We created 'The Sound of Football' to give the visually impaired a better football experience and take the first step towards creating new aides where technology can be used to 'see with sound'.

As a first test, we arranged a football match between a team of visually impaired players and a team of former professional footballers. How they would perform under equal conditions in a match where no one can see?

Everything from the match and the story to the technology was documented on our website and spread online to journalists, influential bloggers and, of course, the visually impaired community itself.

Documented Results
• 525,000 hits on Google (0 before campaign start)
• Exclusive 30 minute documentary aired on Discovery Network worldwide (+100 countries)
• +5,000 articles worldwide (including Fast Company, Wired, Business Insider, Engadget and Contagious)
• +30,000 tweets and shares reaching over 100m followers in total.
• Most shared viral on Viral Video Chart and most seen beverage spot all time, in Sweden.