Pepsi Promo, Case study PEPSI T-MALL by BBDO Beijing

PEPSI T-MALL
The Promo / PR Ad titled PEPSI T-MALL was done by BBDO Beijing advertising agency for Pepsi in China. It was released in Feb 2013.
Advertising campaign for Pepsi

Pepsi: PEPSI T-MALL

Brand
Pepsi
Media
Promo, Case study
Released
February 2013
Posted
February 2013
Market
China
Industry
Soft Drinks
Agency
BBDO Beijing

Credits & Description:

Advertiser: PEPSICO
Agency: BBDO CHINA
Category: Best Use of Integrated Media
Advertising campaign: PEPSI T-MALL
: Danielle Jin (Pepsico)
Marketing Director: Alfred Tong (Pepsico)
Managing Partner: Daniel Koh (OMD)
Head Of Marketing: Richard He (Pepsico)
: Runner Yang (Pepsico)
Cmo: Richard Lee (Pepsico)
Ceo: Siewping Lim (OMD)
: Jacky Wong (Pepsico)
Media Director: Tina Wang (Pepsico)

Effectiveness
Integration embedded our idea into youth culture. Pepsi China managed to build the largest youth culture ecosystem ever in China, creating cross brand initiatives which would have been a ‘mission impossible’ a year ago. Sign up rate crossed 30 million, each of whom represented one bottle sold as the bottle cap code was needed to access PepsiTmall.com. Based on an average of USD 10 per redemption per consumer, the value of our offers taken up equated to a massive USD 1.45M. Daily unique visitors peaked at 1M as PepsiTmall.com consistently topped natural search on Baidu.com (the China’s largest search engine).

Strategy
Pepsi is one of the most prominent beverage brands in China but because of category clutter needed a fresh integrated approach to increase consumption amongst young Chinese adults. Now, Chinese youth culture was all about success, seeking a self-identity and creating a better future. Now most young Chinese youth live a dual life, a ‘real’ life and a digital ‘virtual’ life. Time spent digitally often exceeds real life via online video, social networks and especially ecommerce. Therefore Pepsi not only needed to create a platform around these areas to quench their thirst physically and mentally but also engage and promote this platform through an integrated media model to maximize impact. We developed an innovative, largest-ever brand cross-over platform compromising of the top 50 youth brands like Nike, Apple, Levis and many more… to fulfill all their virtual shopping, dining, entertainment needs and creative outbursts in a single place.

Execution
Firstly we partnered with Tmall.com, China’s largest ecommerce portal, to build PepsiTmall.com – The Ultimate Youth Destination. For the first time ever in China Pepsi bridged virtual and real worlds into one platform. From then on we created a high impact integrated plan. People joined this digital ecosystem by entering a code inside Pepsi bottle caps. The virtual ecosystem built a community of Pepsi consumers who got more of the Pepsi brand and experiences they loved, partner brands reached more young adults and Pepsi was seen to be offering huge added value to consumers. PepsiTmall.com became a true ‘must see’ event and a social media phenomenon. Pepsi utilized highly unconventional methods to launch this initiative through branded content and partnerships with top Chinese directors, syndicated through a top youth website and a takeover of a peak TV show which combined real and virtual worlds.