Pepsi Romania asked GolinHarris to help it engage 18- to 24-year-olds, a younger demographic than it had targeted previously. The agency designed a campaign that aimed to create customer-centric experiences, with consumers inspired to champion the brand and create all the content themselves.
Romanian youngsters were challenged to travel across Romania with no money but cans of Pepsi to trade. Approximately 1,500 people applied to take part, and three teams were selected to travel through the country with Pepsi as their sole bargaining chip.
They were encouraged to be creative in using cans of Pepsi to get them from A to B and exchanging them for accommodation, food and entertainment. Their experiences were communicated online through blogs, Twitter and Facebook.
The campaign is estimated to have reached three million people in the target group, 50 per cent above the initial objective, while the company saw a significant impact on business, with a double-digit quarterly sales increase of Pepsi cans compared with the previous quarter and the same period the previous year.