PepsiCo Kazakhstan / RG Brands
Darya Nyrlubekova – Account Manager
Ilya Kodintsev – Creative Director
Askhat Orazayev – Copywriter
Darya Zhuravleva – Art Director
Zhakyp Matayev – Designer / Video Editor
Saniya Murzagaliyeva – Designer
Kuanysh Beisekov – Music Video Director
Sardar Baimoldin – DoP
While promoting «61% choose Pepsi», the brand faced the following observation.
The young audience make the choice not based on rational features, but on the emotional component. For them, the emotions that the brand talks about are much more important. When choosing a product, the most important thing is your taste, just like when you choose the music.
For creating effective communication, popular influencers among teenagers were made – «Irina Kairatovna» rap singers. The key instruments of the campaign were a promotion video (TV+OLV), which was a teaser, and a music video which became a powerfully reflected in the news. This campaign was also helped to increase loyalty to the brand among teenagers. Moreover, to stress the local identity. One of the main additional features is that the lyrics of the song and the idea of the song itself reinforce the idea of the campaign. The support of the commutation was made through Digital and OOH. The Result: music video organic views – more than 3 million; VTR of the advertisement video on Youtube – more than 61%; at this stage, the campaign is still active, so the final results will be ready later.