To Sell is Human by Daniel H.Pink was by my side trhoughout this whole project. This book allowed me to comprehend how everyone is a seller now, and how sales have changed through time. This book allowed me to understand specific traits and skills one should have as a salesman, and how to be a more effective persuader. Many of the concepts I received from this book helped me through my marketing project, as sales is a huge part of advertisement. |
Our Process:
First, we received our client's brief. We received a presentation from Eduardo Wichtel, the general manager of the advertising agency Garwich BBDO. This presentation portrayed Pepsi's overview and objectives and it's main purpose "Live for Now". We saw some examples of previous Pepsi marketing campaigns from other countries such as Argentina and Chile.
Examples:
Then, we started brainstorming and thinking about possible campaigns. We started this creative process by first identifying our WHY, our HOW, and our WHAT. This would allow us to come up with a PROBLEM, a GOAL, and a SOLUTION.
We came up with a clear PROBLEM and GOAL:
PROBLEM; Pepsi is not a mindset in young peruvians.
GOAL; Integrate Pepsi into young peruvians through culture.
PROBLEM; Pepsi is not a mindset in young peruvians.
GOAL; Integrate Pepsi into young peruvians through culture.
After identifying our problem and our goal, we were ready to start looking for SOLUTIONS.
One of the solutions we came up with was to create a challenge that would integrate peruvians by allowing them to participate and be involved. It would be called #YaPepsi challenge.
One of the solutions we came up with was to create a challenge that would integrate peruvians by allowing them to participate and be involved. It would be called #YaPepsi challenge.
We came up with this name after watching past successful Pepsi commercials that used words like "Pepsi and Pepno" or "Pepcivilízate", and as "Ya Peeees!" is a very popular peruvian phrase, we figured out that it would be cool to mix the word "Pepsi" with a popular peruvian phrase, so "YaPepsi" sounded great. The #YaPepsi challenge would consist on finding a PERU FAIL, taking a picture of it and posting it to instagram with the hashtag "#YaPepsi". The picture with the most likes, would win something.
To see if this would work, we decided to create a prototype. The prototype had the same concept but it was directed to Roosevelt High School students. They had to take a picture of a SCHOOL FAIL, and post it to instagram with "#YaPes", the picture with the most likes will win a free lunch. We created a video, posted it on YouTube, and shared it via Facebook with all High Schoolers.
Click Here to watch our video!
To see if this would work, we decided to create a prototype. The prototype had the same concept but it was directed to Roosevelt High School students. They had to take a picture of a SCHOOL FAIL, and post it to instagram with "#YaPes", the picture with the most likes will win a free lunch. We created a video, posted it on YouTube, and shared it via Facebook with all High Schoolers.
Click Here to watch our video!
After proving our prototype's success, we started working on the actual #YaPepsi challenge. For this, we created a video and a pitch to present it in our final presention.
Here is the video we created:
Here is the video we created:
After creating this challenge, it was time to work on other solutions. We divided into groups and created several Billboards and a Pepsi Calendar. The purpose of the Pepsi Calendar was to create several Billboards for different events in Peru throughout the year to create an constant presence of Pepsi in Peru and keep Pepsi's marketing active.
We first identified Peru's most significant and relevant events and ended up with: Año nuevo, Día de San Valentín, De vuelta al colegio, Semana Santa, Día de la madre, Día del padre, 28 de julio, Pichangas, Ingreso a la universidad, Halloween, El norte, and Navidad.
After slecting these events, we created several Billboards connecting these events to Pepsi. I was the leader of the group in charge of creating the Billboards and it was an amazing experience.
After slecting these events, we created several Billboards connecting these events to Pepsi. I was the leader of the group in charge of creating the Billboards and it was an amazing experience.
After creating our two SOLUTIONS, we created our pitch. The group in charge of this part created a presentation describing the PROBLEM the GOAL and the SOLUTIONS we came up with. We presented our pitch to the head of Pepsi in Peru. Presenting our work to him was an amazing accomplishment, and it was even more gratifying the fact that he LOVED our presentation. He was amazed with our work and he gave us excellent feedback; he even considered using some of our ideas.