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2019 SILVER SCENE MARKETING
GREATER CHINA
PepsiCo YOUR PEPSI HOME VIDEO
RAN IN: China
CLIENT
PepsiCo China
Brian Zhang, Marketing Manager
Diana Huang, Media Supervisor
Evie Lai, Marketing executive
Jessica Yang, Marketing Manager
Lilly Yip, Vice President
Lorraine Chen, Media Supervisor
Nina Mu, Marketing Director
Laurent Jiang, Senior Executive Creative Director
Pippo Jiang, Associate Creative Director
Tan Wang Teck, Creative Director
SUMMARY
Every Chinese New Year, most brands try to use one brand story to echo with 1.3 billion Chinese or to connect with them emotionally. However, the biggest challenge is that they are trying to connect with the most diversified and young consumers.
Therefore, Pepsi had to find a creative solution to overcome this challenge and stands out during this busiest season of brand marketing.
Therefore, instead of using one brand video for mass communication, Pepsi decided to make 1.3 billion different videos for every single consumer.
Partnered with Alibaba to use each consumer's consumption data and personal tags to customize a CNY video that only belongs to you. You are both the screenwriter and director of the story. “Your Pepsi Home Video” can build one-to-one strong emotional bonding successfully between Pepsi and consumers.
