In the cultural context of India, ‘the college canteen’ is the social hub of college students. We designed “Pepsi WOW Your Hangout”, a program where students created, redesigned, and gave a makeover to their favourite space in their own style. Students shared their ideas with us on a canvas, which we shortlisted and made billboards of. The entire student community then voted for the winning design while digital tracking devices on the billboards counted up as votes poured in.

The program took everyone in, made a contest of it, threw in top designers as guides and made a place for the brand.

The activity was executed in 7 colleges, with 1,872 participants, and 3,721 votes We interacted with over 10,000 onlookers.Impact on Consumer KPI (Key Performance Indicators): Brand you love: +5Is a drink I like to have when I am out with friends: +12Youth: +9FSLM (For Someone Like Me): +10(Source: Millward Brown Consumer Tracking System; Sept. ’10 vs. Sept. ‘09)