Title	PEPSI MAX - UNBELIEVABLE
Brand	PEPSICO
Product/Service	PEPSI MAX
Category	A06. USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING
Media Agency	OMD INTERNATIONAL London, UNITED KINGDOM
Entrant Company	OMD INTERNATIONAL London, UNITED KINGDOM
Media Agency 2	OMD INTERNATIONAL London, UNITED KINGDOM
Production Company	GRAND VISUAL London, UNITED KINGDOM

Name	Company	Position
Rachel Holms	Pepsico	Senior Marketing Manager. Western Europe.
Sebastian Micozzi	Pepsico	Senior Marketing Manager. Western Europe
Natalie Redford	OMD UK	Business Director
Isobel Dracup	OMD UK	Comms Planning Manager
Richard Simkins	Talon	Innovation Director
Jeremy Taylor	Grand Visual	Account Director
Kristiana Grant	AMV	Account Director

Results and Effectiveness

WE’VE HAD OVER 27 MILLION VIEWS OF OUR BUS STOP STUNT AND COUNTING With over 27 million total views, and an average audience retention rate of 80% across our video content (20% over Google average), our activity generated a frenzy of conversation. Resulting news coverage in national and international outlets from as far afield as Brazil, Australia and America’s CNN, reached over 385 million people. 90% of that coverage was earned. This conversation went on to fuel sales of Pepsi Max that rose by 35% YOY during the campaign period. An unbelievable result we think you’ll agree.

Creative Execution

IT’S 11 O’CLOCK ON A TUESDAY MORNING AT A BUS STOP ON ONE OF LONDON’S BUSIEST STREETS. NOTHING COULD PREPARE THE INNOCENT BYSTANDERS FOR WHAT THEY WERE ABOUT TO SEE! We turned a digital 6-sheet poster at a notoriously busy London bus stop into the first ever augmented reality billboard. The poster showed a live feed of the street ahead, giving the illusion of a see-through display. But as people waited and watched, a series of incredible scenarios appeared to unfold on the street. They saw giant robots crashing through the street, or even passers-by being abducted by flying saucers. We filmed the full spectrum of their reactions – the surprise, the shock, the amazement and the eventual realisation that this was something special, brought to them by Pepsi Max. And we then launched edited footage onto digital channels like YouTube and Twitter, so that millennials everywhere could experience the unbelievable scenes.

Insights, Strategy and the Idea

CREATING THE UNBELIEVABLE, STARTING ON A LONDON STREET Pepsi Max’s ambition is to become the cola of choice for the active, sociable millennial audience. But when our main rival, Coca Cola, has huge resources and coverage of mainstream media we had to be smart about how we got Pepsi Max to be front of mind and in tune with their audience. Pepsi Max has a strong brand identity: the unbelievable blend of maximum taste with no sugar. Our challenge was to bring this to life in such a way that would resonate with our notoriously hard to please and ad-sceptical youthful audience, and win them over to Pepsi Max as the cola they want to reach for. We decided to create something unbelievable that would bring the uniqueness of Pepsi Max to life and, most importantly, that would travel far and wide through social conversation and shares.