In the spring of 2011 we were asked to come up with a campaign that gets the staff of restaurants and bars in Sweden more involved in the brand and ultimately allows them to sell more Pepsi. The question was how do we get the bar and restaurant staff excited about a soft drink that has been around for ages? And how do you remind them of it every day?
Refresh your staff!
First we came up with a competition concept with a grand prize that no one could resist - a staff trip for you and your colleagues anywhere in the world! Then we got them to involve in the brand through their everyday work at the restaurant. And last, we made it easy for them to participate every day, using the mobile phone. In line with the overall creative concept for Pepsi the campaign “Pepsi Refresh Your Staff Trip” was born.
Trip of a lifetime for the dedicated
During a four week period hundreds of restaurant and bar personnel around Sweden got daily Pepsi questions and assignments via SMS, MMS, calls or on a mobile site. In order to qualify for the final the participants were to collect as many points as possible by answering the questions correctly and engage in the assignments.
The daily participation rate was over 80% and the involvement in the weekly assignments was off the charts. And last but not least – one very happy winner got to invite his colleagues to a trip of a lifetime!