In order to be eligible for one of the weekly prizes or the grand prize, all fans had to do was enter through a simple USSD mechanic.

The R200k promotion was turned into an exploration of the worth of one hour of a footballer's salary, quantified against what it could buy...

... and actually giving away these items.

We incorporated mobile-first programmatic media buying as an Always-On awareness component with re-marketing of weekly prizes.

We needed to leverage Pepsi Max Global’s sponsorship of the UEFA Champions League locally to a soccer audience who aren’t necessarily interested in the Champions League.

RESULTS

120%

Increase in sales
(165,000 cases to 350,000 cases) with demand outstripping distribution

1.9%

From 0.8% Increase in market share

86 Million

Impressions across all channels.

56 Million

Digital impressions

230,000 Entries

30,000 more than target

2,135,656

Engagements

80%

Positive online sentiment

8.25%

Twitter engagement rate
2.5x the benchmark for the CPG vertical