Pepsi Show Yourself IMAGE campaign 2009

The challenge for PEPSI was to make the brand and teenagers connect! Finding touchpoints was the first task here. We found that gaming, music and self-expression is what excites teenagers these days. So we created the first phase of communication with TV spots, billboards, construction mashes and branded bus stops with the message: Show Yourself! (Mutasd magad!).
After we have spread the message we actually created a platform to give chance for them to show themselves. We started a long term cooperation with a brand new Hungarian social media site: ZIZZ.HU and through this, we provided community content for VIVA TV. The mechanism was simple: We started advertising for 15 minutes fame on Viva TV. These spots encouraged teens to upload their own videos on zizz.hu. After we had enough content on zizz.hu, VIVA TV created a footage of the best videos uploaded sofar, encouraging teens to show what they can do! At the end, the 3 most popular ZIZZ uploads were reproduced with professionals and turned into proper TV spots. These were then broadcasted on TV (RTL, VIVA etc.). This was the 15 minutes fame for the makers of the videos.

CHALLANGE: How can we bring Pepsi closer to teenagers to make them love the brand?

To understand our target audience, we went beyond TGI this time and got closer to Teens.
We talked to people (Face 2 Face) who have voice in this group & have an everyday contact with them.
3 platforms which inspires the teenagers: Music, Gaming, Self-Expression

INSIGHTS: We have to use platform(s) where we can engage with them & unfold what inspires them

Our aim was to build awareness around the new brand message using a spectacular TV copy with relevant channel-mix (RTL Klub, Viasat3, Cool, MTV, VIVA) / while creating buzz & WOM with outstanding street (OOH) presence in „key scenes”, where teens often appear.

IDEA: „You can be famous for 15 sec!”

Pepsi gives you the stage and you can be the star in the next Pepsi TV spot.