PepsiMax Delivers Contextual Messaging to Drive Awareness of Live Events
Viewers of the campaign were 21% more likely to consider PepsiMax.
Those who saw the campaign were 34% more likely to think PepsiMax is the #1 tasting no-sugar cola.
Those who heard the campaign had a 155% higher lift in audio recall than the control.
When the weather heats up, people reach for a cold one, so Pepsi identified the summer months as the perfect time to increase consideration of PepsiMax as the must-drink summer beverage. Pepsi was involved with a number of TimeOut media events across Australia and used an accompanying digital campaign to drive listeners’ awareness and participation for the fun, outdoor summer events.
Pepsi got personal and customised over 650 audio spots targeting people 18 - 49 (because, #goals). Each bespoke audio spot focused on a summer event, with coordinating visual assets that clicked through to Pepsi’s branded TimeOut website where users could find more information.
The audio ads were served dynamically and personalised based on the listener's context. Listeners received a tailored message based on the day of the week they tuned in, the timing of the event, and their location.
Formats: Audio Everywhere
Campaign Dates: Nov - Feb 2017
Source: LeanLab, March 2018 // Sample size: 439 Spotify Listeners