Merry Christmas Traffic
Pepsico
Issue 56 | September 2020
Agency
AlmapBBDO
Creative Team
Chief Creative Officer, Partner: Luiz Sanches Executive Creative Directors: Andre Gola, Marcelo Nogueira, Pernil Art Director: Breno Ribeiro Copywriter: Daniell Rezende Digital artist: Fabio Vido
Production Team
AlmapBBDO Agency Producers: Vera Jacinto, Diego Villas Bôas, Aline Silva Production Company: Compania Director: John Porciuncula Executive Director: Maria João Calheiros Producers: Compania Team Post Production: Compania Editor: Aroldo Miranda Post-Production: Carlos Eduardo – Dudu Audio Production Company: Cabaret Music Producer: Lucas Comparato Composer: André Henrique Mixing: Gab Scatolin Production Liaisons: Ingrid Lopes, Flávia Caparelli Coordination: Verusca Garcia, Junior Freitas
Other Credits
AlmapBBDO Account Team: Maysa Oliveira, Felipe Elias Oliveira, Nathalia Chaves, Ana Carolina Manfio Media: Fábio Urbanas, Haroldo Paro, Gabriela Gutierres Client Approval: Thiago Nori, Diego Bastian, Fernanda Zettler
Date
December 2019
Background
Every year, Pepsi’s HUGE competitor makes the Christmas Caravans. And their trucks make lots of gridlock in big cities like Sao Paulo and Rio de Janeiro. In order to make themselves relevant this Christmas, it was aimed at people that were not happy with their competitor’s Christmas event. (And there are lots of them.)
Idea
A weakness was found in their competitor’s event: the traffic jams it causes and how people react to it. Then, Waze was used to make Pepsi present in the event. Whenever people got stuck in traffic, they were sent a message offering a Christmas gift (with Pepsi cans) to make up for the stress.
Results
Pepsi was always put aside during Christmas. Its social media in Brazil was particularly slow. After the event, the brand got a boost in interactions it has never experienced before this time of the year. On each hour of our competitor’s event, 750k people were impacted and 168% more interactions on social media were achieved. Most of all, Pepsi has found its own space in people’s Christmas, in spite of their competitor’s immense budget.