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.



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


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




Positive online sentiment


Twitter engagement rate
2.5x the benchmark for the CPG vertical