The Campaign was announced through a big OOH campaign across the top locations in Cairo & Alexandria. TVC’s started with 3 different humorous executions explaining the new mechanics of the promotion. Mini Segments were created on Pepsi Radio programs, specially tailored for the activation: a call from audience to participate; they win free products and free minutes. In addition to spots on the top rated radio programs:- 2 Print campaigns (at the beginning and the end of the activation) - Digital and social media presence throughout the campaign: Banners on the most visited websites, in addition to games and interactive applications on the largest social media outlets.- Visually expressive product packaging to deliver the key message of the campaign.

•350 SSRB grew with 13 pts. Vs. last Trend/Reading•Absolute Redemption grew by 21% vs. last year•TOM +4 vs. planned of + 3•P7D +4 vs. planned + 2•Past 24 H +6 vs. planned + 4•Brand you Love + 4•The most Popular + 3