Mountain Dew: VICTORY BEYOND FEAR

Credits & Description:

Category: Event and Field Marketing
Advertiser: PEPSI CO INDIA
Product/Service: SOFTDRINK
Agency: JAGRAN SOLUTIONS (http://www.jagransolutions.com/)
Date of First Appearance: Apr 14 2009 12:00AM
Entrant Company: JAGRAN SOLUTIONS, New Delhi, INDIA
National Head: Ambika Sharma (Jagran Solutions)
National Operations Head: Pankaj Raj Kumar (Jagran Solutions)
Account Group Manager: Ankur Rajgadhia (Jagran Solutions)
Senior Account Group Manager: Sachin Sethi (Jagran Solutions)
Senior Account Planner: Jitendra Rajora (Jagran Solutions)
Media placement: Print Campaign: 20 Insertions - Various Publications - 14 April 2009
Media placement: On-Ground Activation - On-Ground - 14 April 2009
Describe the objective of the promotion.
To generate hands on trials amongst the target group. Bringing the brand alive by creating brand tag line:“Victory Lies Beyond Fear” live experiences for the target group.Push sales for season.
Describe how the promotion developed from concept to implementation
A dare game module was created on a mobile float. The challenge was to keep the activity safe, participative, easy, yet creating a fear of sorts.A “Victory Beyond Far” mobile-stage promotion was conceptualisd with pin-point details on creating the “Fear & Victory” experiences for the audience It had uniqually designed games like Knife Wall, Dark Box, Walking on Glass and Get the Dew, empowered by a team of trained promoters, emcee and supervisors. Instant gratification of the winners was achieved by giving them Mountain Dew branded goodies.
Describe the success of the promotion with both client and consumer including some quantifiable results
O.T.S. created: 61211Sampling: 12518 Participation: 11291Sampling & 9689 brand interactions in just 10 days.Post activity; brand achieved the annual sales target in August’09 only54% increase in sales over last year.Great entertainment for audience.
Explain why the method of promotion was most relevant to the product or service
Reach mobile target group as per their location.An act of surprise and dare for target group to take away their mind space.Good entertainment for one & all.Novel method of sampling via delivering live brand experience.