In turkey Pepsi started its summer campaign determined to boost market
share by increasing sales of its multi- serve products and family
packs. Pervious Turkish campaigns had successfully driven sales of
single – serve units, largely through the selective targeting of
young people, particularly using mobile ‘text – to – win’- style
promotions. This time Pepsi wanted to focus on family size products,
and that meant reaching out to the principal shopper in the household,
which in Turkey meant housewives, a group less willing and eager to
engage through mobile channels than the youngster Pepsi less targeted
so successfully in the past.
Not disclosed, but included 27.2 million free airtime units ( FAUs) to
give away as part of the campaign.
The focus of this campaign was on Turkish housewives, typically the
principal shoppers in the household.
Previous Pepsi promotions with a younger target audience had proved
that the chance of winning free mobile ‘airtime’ on promotional
packs could be a very successful strategy. For this campaign the team
decided to offer 10 Free Airtime units ( FAUs) as an ‘instant win
‘for purchasing Pepsi’s family- size bottles. In addition to the
free calls on offer via promotional packs, cash prizes were offered
– a particularly alluring incentive given the economic backdrop
against which the campaign would play out.
To really hit the mark though, the campaign would need endorsement
from an opinion leader- someone who could convince Turkish housewives
of the merits of the campaign, and show them how the ‘text – to
– win’ mobile promotion model worked. The campaign needed to be
attractive. Compelling and incredibly easy if housewives were going to
participate in it. Research suggested the most trustworthy celebrity
in Turkey was Seda Sayan, widely regarded as Turkey’s Oprah Winfrey.
She was selected by the Pepsi team as the spokesperson for the
campaign. On TV ads and her morning shows, she demonstrated how to SMS
and participate in the Pepsi promotion every day.
But despite the celebrity endorsement and TV promotion, the campaign
still needed to genuinely motivate housewives to engage and ,
crucially to share the message with other people. And that’s where
the innovative ‘promo tone’ comes into play. The ‘’promo
tone’ is a promotional ringback tone (RBT) that instantly credits
the ‘owner ‘with free airtime when another person calls them and
listens to the message. The ‘Pepsi makes your day’ campaign was
the first time this kind of promotional had been used in Turkey.
Here is how it worked. Participants bought a family pack of Pepsi and
found the unique promotional code on the underside of the lid. They
would text the code to a number on the pack and receive an interactive
voice response ( IVR) call with a message from Seda Sayan
congratulating them for wining 10 FAUs. This message also informed
them that a special Pepsi promo tone had been assigned to their mobile
for next 24 hours, winning them extra credits whenever people called
their phone and listened to the message.
Whenever anyone called the participants during that 24 hours they
would hear the Pepsi RBT and a message informing them that their
friend has earned free mobile airtime units with Pepsi, and that they
could do the same by simply texting in the code from special
promotional family pack of Pepsi.
‘Drinks Pepsi, text the code and you can win too! Pepsi makes your
day! ’, it concluded.
Consumers were free to opt out of the message at any y=time . However
consumers engagement was so high that the overall opt out rate of the
Pepsi promo tone was just 1.3 per cent. Both the IVR recordings and
the promo tones were changed frequently throughout the campaign,
keeping them fresh, maintaining the engagement and fostering word –
of mouth propagation of the Pepsi promotion. On average, four
different people called the participants during the day, all of them
exposed to different promo tones, amplifying the viral effect of the
The campaign used several other mobile marketing tools, including w a
p banners, mobile games, wallpapers and Pepsi ringtones. Turkcell’s
recently launched “click – to – win” mobile application was also
tested for the first time during the campaign.
A total of 3.3 million unique individuals participated in the
campaign, almost doubling previous promotions. Four out of every five
participants were first- time participants who hadn’t entered any
Pepsi promotion in the past. On average, 225,000 SMS messages were
received each day. Overall participation was in excess of 16.2 million
A total of 5.7 million people called participants with the Pepsi promo
tone during the campaign, resulting in the Pepsi jingle and message
being listened to more than 20 million times. IVR calls created the
desired effect: 82 percent of participants didn’t hang up and listened
to the entire call.
The campaign outperformed all pervious Pepsi promotions and
overreached sales targets. For the first time 63 percent of sales came
from multi- serve packs and Pepsi’s market share in multi- serves
increased by17 percent.
The total cumulative market share of Pepsi increased by 5 percent.
1. Your analytical comments on the planning and execution of
2. Why do you think the campaign succeeded?
3. What lessons can you draw from the campaign?
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