Romanian PR agency GolinHarris came up, this summer, with an innovative campaign for its client, Pepsi, transforming the Pepsi cans in season’s currency.
The campaign targeted Pepsi drinkers, that were dared to travel across Romania using as Pepsi cans as an exchange currency for everything they needed.
The campaign started with a teasing stage, when more Romanian bloggers teams tested Pepsi currency. Further, from the 265 people that entered a special contest on brand’s Facebook page, 3 teams were selected to do the same thing: travel across Romania and pay everything with Pepsi cans.
GolinHarris’ orchestrated campaign started from online and turned into intense offline experiences. The campaign targeted both local and national journalists, but also bloggers and partners. The entire adventure was communicated on a blog specially made for the campaign, within the Pepsi Pulse platform, on Pepsi’s Romanian Facebook page and on Twitter, via the hashtag #varaincap.
The campaign was supported by over 45 bloggers with posts on blogs, statuses on Facebook and Twitter, shares, likes and comments. Over 300 messages were posted on Facebook and Twitter using #varaincap hashtag and more than 51,000 unique visitors were exposed to the campaign on the dedicated blog and the blogs that wrote about the campaign.
Each of us dreamt at least once to a wow, new and different moment, when he could be able to go beyond monotony and forget about everything that means daily activities. We looked to offer more than that to Pepsi fans, we wanted to offer them a fresh and unforgettable summer, that would suit the message “Live for Now”, the most recent Pepsi global campaign. And GolinHarris found the perfect challenge for this group of consumers, young, always looking for intense and refreshing experiences: a week of uneqaled adventures, during which the only currency allowed was Pepsi
Group Brand Manager CSD, PepsiCo Romania.
Pepsi is a courageous brand, full of life, adventurous, with a distinct and strong personality. We wanted to surprise this characteristics dring the campaign (…) We started from the idea that the brand is so strong and so loved that one can obtain anything in exchange for Pepsi cans. And the 3 friends teams that traveled through the country showed us one more time Pepsi’s power as social currency, making transactions with Romanians from all the corners of the country
Senior Manager, GolinHarris Bucuresti.
After the teams ended their adventure, during which they had as faithful companions 3 Opel Moka SUVs with the trunks full of Pepsi, they were celebrated and awarded during a party organized in a club in Bucharest.
The teams involved in the campaign included:
PepsiCo Romania: Adriana Nestoriuc – Group Brand Manager CSD, Ana Maria Nastase -PR Specialist and Alina Craciunoiu – Marketing Beverages Trainee
GolinHarris Bucharest: Monica Botez – Head of Corporate Division, Irina Roncea -Senior Manager, Raluca Duta – Community Manager, Simina Zidaru – Creative Associate, Adina Cirstea – Senior Media Associate and Ioana Toni – Media Associate
XPlain: Roxana Adam – Social Brand Manager Xplain.