pepsi max - 4max
DESCRIPTION
N BBDO and Pepsi Max break records with 4MaxN BBDO supported Pepsi’s new positioning strategy of ‘Max your life’ with the creation of the 4Max campaign. People could play the game 4-on-a-row online during 4 weeks. The best players competed with each other on a live event which took place in Antwerp. A scaffold was built to give the winners the opportunity to play the finals on a lifelike scale with real people dressed like game coins.N BBDO dominated the Best of Activation 2008 with Gold from the Advertiser’s Jury & Bronze from the Creative Jury and the Press Award with this case.TRANSCRIPT
Pepsi Max4Max
BriefingGenerate brand awareness around Pepsi Max and reach a max of people. The baseline “Max Your Life” has to be clearly communicated
Central idea
From “Max your life” to “Max your game”. The famous game Connect 4 was brought to life
The campaign was developed in 3 partsparts
Under cover: people could play the game on a specially build website. During this period Pepsi Max wasn’t mentioned
Central ideaReveal: Frank Molnar revealed that Pepsi Max was behind the game in his show Gunk on TMF. The final: the best online players competed with each other on a live event
Results
Numerous articles in the newspapers
Lots of PR coverage
Best of Activation 08:Best of Activation 08:Gold Advertisers JuryBronze creative jury
Press award