Pepsi Promo WOW YOUR HANGOUT by Encompass

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Industry Soft Drinks
Media Promo & PR
Market India
Agency Encompass
Creative Subhash Chander, Hridesh Kumar, Amit Kumar Singh, Sarav Dev, Seema Panwar, Divya Badlani, Anoop Singh
Released September 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: PEPSICO
Product/Service: BEVERAGE
Date of First Appearance: Sep 20 2010
Entrant Company: ENCOMPASS, Mumbai, INDIA
Chief Executive Officer: Sukrit Singh (Encompass)
Chief Operating Officer: Ranjit Raina (Encompass)
Client Servicing Director: Nupur Jain (Encompass)
Creative Services Senior Manager: Karan Chaudhri (Encompass)
Creative Services Manager: Prabhkeerat Kohli (Encompass)
Operations General Manager: Yoginder Tanwar (Encompass)
Operations Senior Manager: Anshul Chugh (Encompass)
Operations Manager: Anant Singh (Encompass)
Operations Asst Manager: Amit Arora (Encompass)
Operations Senior Executive: Poornima Venugopal (Encompass)
Creative Services Executive: Dhruv Dawar (Encompass)
Creative Services Executive: Saranbir Singh (Encompass)
Creative: Subhash Chander (Encompass)
Creative: Seema Panwar (Encompass)
Creative: Divya Badlani (Encompass)
Creative: Anoop Singh (Encompass)
Creative: Hridesh Kumar (Encompass)
Creative: Amit Kumar Singh (Encompass)
Operations Executive: Ashish Ranjan (Encompass)
Creative: Sarav Dev (Encompass)
Media placement: Face To Face Promotion - In Colleges - New Delhi, India - 20th September 2010

Describe the objective of the promotion.
Between Pepsi and Coca-Cola, they have more than 70% market share. The two cola brands are therefore usually aggressive in communication, and constantly strive to secure their position in the consumer mind space. Pepsi has historically been the youth soul-mate, but found its place constantly threatened not just by Coca-Cola, but by newer and younger brands across categories such as telecom, tech-gadgets and apparels. The current objective was to reconnect with India’s youth, and to find a way to strengthen its appeal and build back a connection with the young by linking itself to the youth’s passion points.

Describe how the promotion developed from concept to implementation.
In the cultural context of India, ‘the college canteen’ is the social hub of college students. We designed “Pepsi WOW Your Hangout”, a program where students created, redesigned, and gave a makeover to their favourite space in their own style. Students shared their ideas with us on a canvas, which we shortlisted and made billboards of. The entire student community then voted for the winning design while digital tracking devices on the billboards counted up as votes poured in.
The program took everyone in, made a contest of it, threw in top designers as guides and made a place for the brand.

Explain why the method of promotion was most relevant to the product or service.
The attempt was to re-connect the brand Pepsi as the ‘youth soulmate’. Hence, we needed to adopt a route that was very personal, and interaction that was intimate. This, coupled with the aim to make an impression that lasts made this program perfect. The walls of the canteens were painted, table tops branded and props added to ensure that the activity conducted over weeks, left and impression for years!

Describe the success of the promotion with both client and consumer including some quantifiable results.
The activity was executed in 7 colleges, with 1,872 participants, and 3,721 votes
We interacted with over 10,000 onlookers.

Impact on Consumer KPI (Key Performance Indicators):
Brand you love: +5
Is a drink I like to have when I am out with friends: +12
Youth: +9
FSLM (For Someone Like Me): +10
(Source: Millward Brown Consumer Tracking System; Sept. ’10 vs. Sept. ‘09)