Title	CHAIN REACTION
Brand	PEPSICO
Product/Service	PEPSI MAX
Category	A02. Non-Fiction: series or film
Entrant Company	AMVBBDO London, UNITED KINGDOM
Contributing Company 2	AMVBBDO London, UNITED KINGDOM
Contributing Company	HARRIMANSTEEL London, UNITED KINGDOM
Media Agency	OMD UK London, UNITED KINGDOM

Name	Company	Position
Paul Brazier	amvbbdo	Chief Creative Officer
Alex Grieve	amvbbdo	Executive Creative Director
Adrian Rossi	amvbbdo	Executive Creative Director
Phil Martin	amvbbdo	Creative Director
Colin Jones	amvbbdo	Creative Director
Adam Whittaker	amvbbdo	Creative Team
Nick Price	amvbbdo	Head of Content
Christina Hermann	amvbbdo	Agency Producer
Richard Grisman	AMV Flare	Agency Producer
Ian Whittle	amvbbdo	Agency Producer
Rory McKellar	AMV Flare	Agency Producer
Julian Harriman Dickinson	Harriman Steel	Director
Ryan Beck	Final Cut	Editor
Big Buoy	Big Buoy	Post Production

The Campaign

Pepsi Max’s strategy of running TV ads wasn’t cutting through to their target market of 16-34 males. They were also significantly outspent by Coke. So we adopted a digital first strategy to reach out to our market where they spent most of their time – on YouTube. The key element of that strategy was the launch of the Unbelievable Channel. The Unbelievable YouTube channel’s aim was simple – give our audience the content that they looked for and shared – impressive stunts and feats that would surprise or amaze – which in turn reflected the brand values of PepsiMax. Through this we aimed to make the brand famous and loved, and to communicate our product truth; Pepsi Max has full cola taste but no sugar. Through this we aimed to achieve our objectives: • Business objective - increase share of market • Marketing objective - increase sales amongst 16-34s • Communications objective - make the brand famous and loved amongst 16 – 34s, and communicate our product truth The joy of this platform was that the bar for creativity was so high. Anything we created had to be brave, bold, brilliant - ideally never seen before - content. And so, this campaign saw us create; an unbelievable game of 5-a-side football using an air mat and football freestylers, a digitally enabled ‘Monster Mirror’ which transformed cinema goers faces into Halloween characters, and a ‘Chain Reaction’ of thousands of ping pong balls set off by mouse traps to make sure 2014 went off with a bang.

• The campaign generated over 10 million views. 80% of our YouTube views were from males. 74% were aged 18-34 • Our campaign had strong earned reach: o Chain reaction achieved 74: 26 paid to earned o The Unbelievable Game achieved 88: 12 o Monster Mirror achieved 79: 21 • YouTube engagement and video sharing drove incremental reach in other channels; 10 million potential impressions across our total suite of films. • Amongst Millennials, historic equity decline has been stemmed and the brand is seeing growth • Whilst the cola market was stagnant and Coke experienced decline, Pepsi Max saw increases (share +1.2%, volume sales 10%, value sales 10% YOY) • Volume and value sales both increased 10% YOY (compared with Coca-Cola’s decrease of 7% volume and 4% value). • We conducted an econometrics dip following the shift in strategy from a TV-led model to a digital-led model and found that sales ROI improved 43%. An ROI which is 76% better than the UK beverage norm .

The Unbelievable YouTube channel’s aim was simple – give our audience the content that they looked for and shared – impressive stunts and feats that would surprise or amaze – which in turn reflected the brand values of PepsiMax. The nature of our content was therefore necessarily heavily entertainment based; relying on attracting rather than interrupting our audience. It was created in collaboration with YouTubers – making the content both native, and extending its organic reach. It was episodic to encourage people back to the channel and spend more time with the brand. And, as with all good content it was culturally relevant e.g. Chain Reaction was developed as an Unbelievable way to celebrate the New Year.