Campanie
General Information:
Strategic approach:
| Strategic approach: |
CONTEXT 2020: the COVID-19 crisis affected us as individuals and as professionals, especially the industries relying on public interaction. Overnight, Music - Pepsi’s main communication platform - and musicians saw their raison d’être disappearing. Moreover, the biggest brands on the planet froze advertising and entire generations of people started experiencing unbearable FOMO. BRIEF: Before the pandemic, the brief was a nation-wide activation campaign. Then Covid-19 came, and we had to reconsider every direct channel and readjust to the new world. NEW OBJECTIVES: A. Audience: Focus on care and concern, reach out but with support, not marketing. With a new campaign wrapped around music ENTERTAIN THE ISOLATED PEPSI AUDIENCE, APPEASE THEIR FOMO & SUPPORT THE ARTISTS & THE MUSIC INDUSTRY. B. Communication: Meet the audiences where they are, expand their home entertainment options. HELP PEPSI BECOME AN ONLINE SHOW (CHANNEL) OF CHOICE FOR THE AUDIENCE CONFINED AT HOME. STRATEGY: When the going gets tough, the tough get going! Pepsi – the generations liaison – continued advertising, ensuring a solid support for Music and musicians and providing comfort & entertainment to the generations stuck-in-the-pandemic-together. |
Execution:
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