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
Impressions across all channels.
30,000 more than target
Positive online sentiment
Twitter engagement rate
2.5x the benchmark for the CPG vertical