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Advertiser: Pepsi Campaign: Pepsi Kicks Agency: Mindshare Duration: 2 months Background: Pepsi wanted to piggy-back on the excitement of the upcoming Euro Cup. Objectives: • Seed and encourage views of the Pepsi Video Content. • Generate awareness of various competitions both on pack and on site • Create excitement and drive a large volume of entrants to both promotions Creative: An 80 second video creative featuring the making of a Pepsi commercial directed by teenagers who were given the task of bringing their creative ideas to life. A seperate video subsite was created for each execution featuring football stars such as David Beckham, Frank Lampard and Lionel Messi. When clicked or viewed through the advert diverts to a call to action page. This provided an option to sign up for the competitions. Media used: Pepsi were looking to target content suitable for sports fans and 16-24 adults. Utarget placed the video creative on sites such as Football 365 and Maxim. Results: As well as effectively seeding the TV content with a well targeted campaign promoting brand awareness, Utarget.Fox also generated competition sign ups therefore achieving the aims of the campaign. The creative received an effective CTR of 4.71% made up of completed view throughs and clicks. Jamie Allard from Mindshare commented “Utarget’s extensive knowledge of the online video market provided precise targeting and generated excellent results. By using video subsites we achieved both the video seeding and competition sign ups which were the campaign objectives”
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