Here’s how we brought “Bring Happiness Home” to life.

What’s a critical moment on the journey? The taxi. This is a space where 1) youth are 91.2% likely to be on mobile, and 2) has transit video advertising.

We leveraged the screen for the TVC, enabled taxis with wi-fi, and created a call-to-action. Using mobile, young people could send their happy CNY greetings which would appear as text overlay on the video screen – making the usual TVC a one-to-one communication.

A media first — and a Pepsi moment of personal connection and shared happiness during China’s most joyous time.

This was the first integrated mobile enabled media engagement campaign in China that facilitated sharing across taxi screens.

The most important result was that during Chinese New Year there were 15,963,344 journeys with 10% youth connecting, engaging and sharing during their taxi ride - bringing happiness home.

The end result was a lift of Brand Love by 4 points on Lays and 1 point for Pepsi, Unaided Awareness also increased 4 points for Pepsi with 2 point for Lays and an increase in Lays weighted distribution by 5 - reinforcing PepsiCo’s position as the brand for Chinese youth.