Adrenaline Rush Promo, Case study 96 HOURS WITH SOBE by OMD Panama

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Industry Soft Drinks
Media Promo & PR, Case study
Market Panama
Agency OMD Panama
Released March 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: PEPSICO
Date of First Appearance: Mar 22 2010
Entrant Company: OMD PANAMA, Panama City, PANAMA
Media Director: Jair Navarro (OMD)
Account: Carolina Rojas (BBDO)
Supervisor: Manuel Puga (Agencias Feduro)
Media placement: INTERNET - BANNERS AND MICROSITE - WWW.COCOAS.NET - 22 March 2010
Media placement: MOBILE - SEND PICTURES - SMARTPHONE - 23 March 2010

Insights, Strategy & the Idea
Sobe Adrenaline Rush, the client, needed to increase the awareness between their primary objective group, that is young people.
A consumer in constant activity that has grown with the new technology, and is willing to experiment and know new advances.
They look for fun moments, live at their own rhythm and have different ways to express and communicate. Sometimes being followers of brands by considering it a reflex of them.
We used carnivals as the strategic moment to release our campaign, and that its effects would let us increase the top of mind of the brand and see the results in the next months.
This is why it was the moment to tell young people that we were the effective alternative for them not to loose any moment because of lack of energy “96 hours with Sobe”.

Creative Execution
Talk to young people, in their language with a subject that would be relevant to themOur innovation was to give young people the opportunity to share their pictures in a web page, whenever they wanted to and where it was more comfortable for them. Making each one of them a reporter of their carnival experience in a massive way and not only shared with their contacts.
This is why we negotiated with the web page that has more traffic in carnivals and we developed an application where the pictures sent by email on a smartphone to an email created by the client, would be uploaded in real time. This way they wouldn’t have to wait to go online on a computer to share their good time, and they could include a name to each picture.

Results and Effectiveness
A week after the promotion was launched their was a bigger rotation of the product and it exceeded a 23% of it sales in a minor period of time. Additionally, the sales increased a 12% in areas of the interior of Panama, because the businessmen ran out of products when their sales are of low movement.
The microsite received 10% more pictures than planned with the activation, and the majority were received from a blackberry during carnivals.
With only this publicitary support sales increases a 40% than last year.