Adriana nestoriuc pepsi cola campaign
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Transcript of Adriana nestoriuc pepsi cola campaign
Pepsi Cola . SI IERI SI AZI.
Pepsi Cola. TODAY. THE SAME
AS YESTERDAY
The Brand Roots
Vintage territory: Taken
Vintage
COMUNISM
RETRO
Stories that evoke communism, mocking that period limitations, or treating with irony communist’s regime icons, which turned into clichés.
Stories that celebrate a certain period from the past, relevant somehow to the brand – tradition for Timisoreana, anniversary for Dacia.
ConnexZappROMCavit
Timisoreana – 20’sDacia - 70’s
Vintage territory: Available
COMUNISM
RETRO
Stories about appreciation for the way things were done in past times – with passion, by true values, with substance. Stories about nostalgia for the real things.
Stories that picture vintage not as a trend but as a state of mind or generation mark that it’s being refreshed with each generation, although essentially feels the same.
ConnexZappROMCavit
Timisoreana – 20’sDacia - 70’s
Vintage
SUBSTANCE/AUTHENTIC
COOL MARK/GENERATIONMARK
Telling the story from yesterday’s photos in today’s words.
The story: Your parents were cool.
Pepsi Cola. Si Ieri si azi.
70’s
GenerationToday’s
Generation
Pepsi Cola
Limited edition original look & feel
70-80’ bottle
Real photos from personal archives
Idioms from youngsters common
language
The beauty of
being young
Pepsi Cola. Si Ieri si azi.
Pepsi Cola 70’s-80’scampaign KV’s
Campaign visuals with real people pictures
Copy:From times when we gave Likes just with compliments and caress touch
V2
Copy:From times when each had it’s
parking lot
Copy:From times when our holidays
began with a pipe
Copy:From times when we use to walk more
often
From times when we use to go to the DISCO, waiting for a dance
invitation
From times when Entertainment meant knitting
From times when we use to hitch-hike
From times when the cool guy was waiting for you at the corner’s sweet shop
From times when the Playlist was improvised outdoor
From times when we played our shows in student’s house
From times when it took us 5 hours to reach the mountains resorts
From times when all of us had a chalet in the mountains
From times when we use to order our suits with money that we borrowed from social
funds
OOH
Bushelters Unirii subway passage branding Backlit networksCitylightsMeshesTransitSpecial projects:decorated benches in 3
central parks in Bucharest
Full decorated Bus stops
Meshes on central Bucharest boulevards
Backlit network
Subway tunnel decoration > 1 mil monthly people traffic
Special project decorated benches
Seaside - OOH
Tranzit :6 double deckers full decorated & 8 lines in Constanta citylights, backlits & unipols
TV Pepsi Cola campaign: 30 sec cut from an authentic Reportage from the national Romanian television archive. 1968.
Press Jurnalul National Gazeta Sporturilor Sapte Seri/24 FUN
Pepsi Cola 70-80’. 12 new posts
Great consumer response
>350.000 Impressions
>290 000 Impressions
Pepsi Cola. Ieri si Azi. FB campaignWe developed a Facebook Application “Galeria D’ altadata”
to create buzz and spread virally the Pepsi Cola Campaign.
Facebook application results
Facebook application results
> 18.000 photos
created
>16.290 fans run the application
> 3.258.000 personas
had already seen the generated photos
Pepsi No 1 FMCG brand on fb with > 100,000 fans
Pepsi Cola 70’s-80’sonline campaign
Special projects on:yahoo.comtrilulilu.rohotnews.rosport.ro
More than 4 mil impressions
Pepsi Cola 70’s-80’sPR campaign & sampling to
journalists
“Consignatia” Concept Exhibition We want to
Invitation:“Share with us an object or a photo from the 70s or 80s, that is dear to you”
To:-Journalists-Celebrities-Bloggers
We’ll make the target part of the Pepsi story!
Customized exhibition with personal objects of the 70s and 80s.
The exhibition to be open for 1 week with free access.
Opening Event and Thematic Party
Create strong buzz and talkability
Make people want to be part of the project –Share with us their memory of the time
PR Campaign concept
Pepsi Cola activation on Liberty parade- biggest music outdoor event in
Romania1Night&80,000 peoplePepsi –main sponspor
Special Pepsi Cola moment 15 min. Retro Romanian music mix with live VJ-ing with Pepsi
Cola elements.
Campaign TimelineJune July August
Product
OOH country presence (billboards, spectacular executions etc)
TV
PR event
On-line website, SM, activations etc
Press
Product presence: exclusive locations (seaside, big cities, old historical places) OT presence (MPK)
Trade presence: umbrellas, trucks, coolers, glasses, T-shirts etc In-store activations, special
placementTrade