Answer to Question #168535 in Marketing for Sunny

Question

The challenge

In turkey Pepsi started its summer campaign determined to boost market share by increasing sales of its multi- serve products and family packs. Pervious Turkish campaigns had successfully driven sales of single – serve units, largely through the selective targeting of young people, particularly using mobile ‘text – to - win’- style promotions. This time Pepsi wanted to focus on family size products, and that meant reaching out to the principal shopper in the household, which in Turkey meant housewives, a group less willing and eager to engage through mobile channels than the youngster Pepsi less targeted so successfully in the past.

Campaign Budget

Not disclosed, but included 27.2 million free airtime units ( FAUs) to give away as part of the campaign.

Target Audience

The focus of this campaign was on Turkish housewives, typically the principal shoppers in the household.

Action

Previous Pepsi promotions with a younger target audience had proved that the chance of winning free mobile ‘airtime’ on promotional packs could be a very successful strategy. For this campaign the team decided to offer 10 Free Airtime units ( FAUs) as an ‘instant win ‘for purchasing Pepsi’s family- size bottles. In addition to the free calls on offer via promotional packs, cash prizes were offered – a particularly alluring incentive given the economic backdrop against which the campaign would play out.

To really hit the mark though, the campaign would need endorsement from an opinion leader- someone who could convince Turkish housewives of the merits of the campaign, and show them how the ‘text – to – win’ mobile promotion model worked. The campaign needed to be attractive. Compelling and incredibly easy if housewives were going to participate in it. Research suggested the most trustworthy celebrity in Turkey was Seda Sayan, widely regarded as Turkey’s Oprah Winfrey. She was selected by the Pepsi team as the spokesperson for the campaign. On TV ads and her morning shows, she demonstrated how to SMS and participate in the Pepsi promotion every day.

But despite the celebrity endorsement and TV promotion, the campaign still needed to genuinely motivate housewives to engage and , crucially to share the message with other people. And that’s where the innovative ‘promo tone’ comes into play. The ‘’promo tone’ is a promotional ringback tone (RBT) that instantly credits the ‘owner ‘with free airtime when another person calls them and listens to the message. The ‘Pepsi makes your day’ campaign was the first time this kind of promotional had been used in Turkey.

Here is how it worked. Participants bought a family pack of Pepsi and found the unique promotional code on the underside of the lid. They would text the code to a number on the pack and receive an interactive voice response ( IVR) call with a message from Seda Sayan congratulating them for wining 10 FAUs. This message also informed them that a special Pepsi promo tone had been assigned to their mobile for next 24 hours, winning them extra credits whenever people called their phone and listened to the message. 

Whenever anyone called the participants during that 24 hours they would hear the Pepsi RBT and a message informing them that their friend has earned free mobile airtime units with Pepsi, and that they could do the same by simply texting in the code from special promotional family pack of Pepsi.

‘Drinks Pepsi, text the code and you can win too! Pepsi makes your day! ’, it concluded.  

Consumers were free to opt out of the message at any y=time . However consumers engagement was so high that the overall opt out rate of the Pepsi promo tone was just 1.3 per cent. Both the IVR recordings and the promo tones were changed frequently throughout the campaign, keeping them fresh, maintaining the engagement and fostering word – of mouth propagation of the Pepsi promotion. On average, four different people called the participants during the day, all of them exposed to different promo tones, amplifying the viral effect of the promotion.

The campaign used several other mobile marketing tools, including w a p banners, mobile games, wallpapers and Pepsi ringtones. Turkcell’s recently launched “click – to - win” mobile application was also tested for the first time during the campaign.

Results

A total of 3.3 million unique individuals participated in the campaign, almost doubling previous promotions. Four out of every five participants were first- time participants who hadn't entered any Pepsi promotion in the past. On average, 225,000 SMS messages were received each day. Overall participation was in excess of 16.2 million messages.

A total of 5.7 million people called participants with the Pepsi promo tone during the campaign, resulting in the Pepsi jingle and message being listened to more than 20 million times. IVR calls created the desired effect: 82 percent of participants didn't hang up and listened to the entire call.

The campaign outperformed all pervious Pepsi promotions and overreached sales targets. For the first time 63 percent of sales came from multi- serve packs and Pepsi's market share in multi- serves increased by17 percent.

The total cumulative market share of Pepsi increased by 5 percent.

 

1.    Your analytical comments on the planning and execution of the campaign?

2.    Why do you think the campaign succeeded?

3.    What lessons can you draw from the campaign?

Answer 1

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