In Kudirkos Square, an innovative column featuring "Pepsi Max" advertising catches the attention of passersby – by calling the provided phone number and answering a simple question, consumers can refresh themselves with the new product.
"After setting up the stand, we received 400 calls and distributed 50 cans in the first two hours. Considering the campaign's launch and consumer engagement, this is one of our most successful innovative projects," says Artūras Olšauskas, Business Development Manager at the media planning agency Media House.
This "Media House" project was implemented in collaboration with the outdoor advertising company "JCDecaux Lietuva."
Influx
Julija Šeiko, the Marketing Director for the Baltic States at Kalnapilio-Tauro Group, which distributes the Pepsi Max brand, states that the best word to describe the start of the campaign is "influx."
"We anticipated significant consumer engagement over the planned weeks, but we did not expect such interest during the initial hours of the installation launch. The Pepsi brand has been rapidly growing its fan base for the second consecutive year. This year, we are excited about the ongoing Pepsi Legendary summer campaign – we see more and more young people on the streets wearing the winning t-shirts adorned with various Pepsi retro designs," says Ms. Šeiko. By this Friday afternoon, there had been nearly 9,000 calls, and the number of winners reached 794.
Exchanging attention for rewards
According to Mr. Olšauskas, all successful advertisements in the future will need to offer something in exchange for the consumer's attention.
“We are always looking for innovative ways to convey our message. The goal of this campaign is to encourage as many people as possible to try the new sugar-free Pepsi Max drink. Traditionally, the best method for this is product sampling, but we found a way to do it differently while also educating consumers about the product, answering their questions, and allowing them to try the drink itself,” says Mr. Olšauskas. “This time, the most challenging part was ensuring that the stand wouldn’t hurt anyone reaching for the can.”
This is not the first unconventional project—the agency had previously set up an innovative "Freixenet" column in the capital during the winter, which was awarded the title of the most successful innovation in the global JCDecaux agency network in December 2017.