Introduction: Based on the advice of its agency, Impact BBDO, PepsiCo decided to run a large multimedia campaign, where online was used as an integral component in the multimedia schedule. MSN Arabia and Pepsi Cola teamed up in Egypt for the landmark launch of the new look & taste of Pepsi Diet 1 calorie only. Pepsi Cola made the decision to launch Pepsi Diet in Egypt 100%online and 100% on MSN Arabia.
Objectives: •Create awareness for the new PEPSI Diet Look and Taste ( Campaign Concept : 1 Calorie Only) •Encourage female consumers to try out the new look of Pepsi Diet 1 calorie only. •Increase brand loyalty through downloading the following from Pepsi micro site:
a) PEPSI Diet Nutrition Guide b) Radio Nutrition Capsules (Arabic & English) (These capsules were aired on both Nile FM and Negoom FM at the same period). c) PEPSI Diet TVC
Campaign Execution: The campaign unfolded in 1 month, staggered over a period from mid February to mid March 2006. Pepsi Cola chose an advertising campaign that was both comprehensive and complex. The campaign was shown on the MSN Arabia Hotmail and Messenger through variety of placements aimed at reaching the female target audience identified. The Banners link to Pepsi Diet micro site created by MSN Arabia which includes Pepsi Diet interactive materials. The campaign creative tested the message “smoother, better taste, Pepsi Diet 1 calorie only”.
Advertising placements aimed at women included •MSN Arabia Hotmail leader board (728 x 90) •MSN Arabia Messenger half banner (234 x 60) •The PEPSI Diet micro site which includes the Pepsi Diet Nutrition guide, Radio Nutrition capsules and TVC.
Results: •Successful targeting of 18 to 34 years old •More than 7,500,000 impressions were delivered over Hotmail and Messenger. •90,000 people clicked on the creative •Reached 1.22% the highest Click through rate, which tripled the industry standard (versus 0.25% Egyptian online industry standard)
Feedback:
After the success of Pepsi Diet, The agency Impact BBDO signed the below 5 campaigns for its client (PepsiCo) with MSN Arabia: 1.7UP Tropical 2.Doritos 3.Mirinda 4.7UP MS Promotion 5.Mountain Dew
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