Campanie
General Information:
Strategic approach:
| Strategic approach: |
CONTEXT: A brand fuelled by the youth culture, celebrating its creativity Pepsi has always been a challenger brand, so, unlike its main competitor, Pepsi built its entire DNA on the youth culture, empowering youngsters to follow and express their own unique way in life despite any exterior pressure (“Express your unique taste”). In 2023, Pepsi’s global initiative was to celebrate youngsters’ creativity and enable them to express themselves through the content they create. Summer is the most active season for CSD market (Carbonated Soft Drinks). As a results, 2023 summer was a new opportunity for Pepsi to strengthen its relationship with Gen Z even more. OUR CHALLENGE: design a locally relevant activation to encourage and enable Romanian youngsters’ creativity and to strengthen Pepsi’s relationship with them. OBJECTIVES The objectives were established in correlation with the creative idea and the KPIs were set to exceed with +10% the results of a previous Pepsi campaign, similar in strategy (blending offline with online communication). The brand experience: • 10.000 people participating in the one-day opening event of the metro museum; • 5.000 QR scans of all the creations displayed in the exhibition. Digital amplification: • 3.000.000 total reached people in digital, calculated to cover approx. half of the 25-55 y.o. population in Romania, with internet access, as per SNA 2023; • 5.000.000 total video views for all video materials showcasing the metro museum; • 300.000 total engagements in social media. TARGET: Pepsi has always addressed the “new generation”, which nowadays means GENERATION Z. Demographically, we are talking about people aged 18-24 y.o., M & F, urban, mid-high education, and income. #1 Insight: IN ROMANIA, THE GENERATIONAL GAP IS VERY WIDE, MAKING YOUNGSTERS FEEL MISSUNDERSTOOD AND JUDGED BY ADULTS The concept of “generational gap” is not something new. It’s an inherent aspect of human nature: differences in values, attitudes, experiences, opinions and habits between young individuals and their parents/grandparents have always existed. However, in Romania, this gap between Gen Z (14-24 y.o) and elder generations feels particularly deeper, strongly impacted by the openness of youngsters towards new trends facilitated by social media, versus the reluctance that some previous generations still have towards new concepts and life perspectives. As a result, Romanian youngsters often find themselves feeling misunderstood and subjected to harsh judgements from adults. Just imagine a teenager creating TikTok content that goes viral worldwide, while his parents nag him for “wasting time on the phone”. #2 Insight: WHAT FOR YOUNGSTERS IS LIT, FOR ADULTS CAN SEEM SH*T DUE TO THE LACK OF UNDERSTANDING The reality is that we’re all trapped in bubbles, so there’s obvious that other generations aren’t entirely exposed to Gen Z pop-culture, a unique and fresh internet culture with its own distinct aesthetics and meanings. And when they come across it, adults often struggle to understand youngsters’ creativity. Truth be told, nobody took the time to explain the new pop-culture to elder generations, in their own words. Our AHA moment: We can enable Gen Z’s creativity by taking it out of its bubble, exposing it where everyone could see it and explain it so that adults understand it and thus youngsters feel a bit more appreciated by those who often pass judgements on them. |
Execution:
| Images: |
|
| Video Link: |
