pepsi max & v8 supercars
TRANSCRIPT
Team Launch
Unlike most team launches, we held ours against an urban backdrop as it was the first time the media were introduced to the Pepsi Max Crew and it had to represent the ethos of our team. This resulted in widespread media coverage and immediately got the car and team noticed by setting us apart from the other teams on the grid.
RESULTS:
PR coverage to date: over 80 pieces of coverage achieved across TV, print, radio and online.
Reach: in excess of 2.5 million Australians.
PR value: in excess of $250,000 in coverage.
CASH OR CAR
We allocated a giveaway car to be the team’s title sponsor and created a punchy ‘Cash or Car?’ promo. The prize-winner could have their car designed in one of our artists’ designs and customised in the team workshop.
RESULTS:
Our on-pack promo received over 1.68 million entries, making it the best ever for PepsiCo Australia.
Skin it to Win
To engage fans on a digital level, we created the ‘Skin It To Win’ competition, which gave fans the chance to design the actual Pepsi Max Crew V8 Supercar to win an all-expenses paid trip to the biggest race of the year - Bathurst. The concept was so well received it became an incremental on-pack promo to complement the motoring campaign.
RESULTS:
Some 6,753 people submitted designs in the ‘Skin It To Win’, which remarkably had no supporting comms.
01167
Pepsi Max needed a sponsorship platform to drive relevance and engagement with their key audience (20-29 year old males) by increasing the perception that the brand ‘does things differently’. Our aim was to incur a preference over Coke & Coke Zero, establish a local activation platform, and create an on-pack promo that bypassed the previous one of 580,000 entries.
BACKGROUNDWe launched the Pepsi Max Crew – a V8 Supercar team with real street cred. Enlisting renowned street artists and tattooists, we designed 5 different graffiti car liveries, to be unveiled over the course of the season. From cool merchandise to unique graffiti activations, these designs played an integral part in creating disruption, both on and off the track.
STRATEGY